The creator economy in India is entering a new phase. Digital influencers are no longer content with collaborations — they’re launching their own brands. Among them, stand-up comedian Kenny Sebastian has taken a distinct route by entering the fragrance space through a partnership with Bombay Shaving Company (BSC).
His brand, The Stage, marks a thoughtful experiment in how creators can build lifestyle products rooted in authenticity rather than hype. For Kenny, it’s not about selling a moment — it’s about building a legacy brand that smells like confidence and creativity.
From Comedy Stage to The Stage
After 15 years in stand-up, Kenny Sebastian believes creators already understand what many entrepreneurs don’t — how to convert audiences into paying customers. “We already sell tickets,” he says. “We know distribution and engagement better than traditional celebrities.”
The idea for The Stage was sparked during a podcast chat with BSC’s founder, Shantanu Deshpande. Their conversation on creativity and building things from scratch soon turned into collaboration. Deshpande challenged Kenny to create something tangible after years of working only in entertainment.
That push led to a year-long journey of product development, from visiting factories to choosing fragrance oils, bottles, and packaging. “I reviewed about 90 samples before finalising the first two,” Kenny recalls. “I wanted The Stage to feel deliberate, not rushed.”
Crafting a Fragrance That Feels Like Performance
The debut collection features two signature scents priced at ₹1,495 for 100 ml each:
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Mic Check — an airy, daytime aqua fragrance.
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Spotlight — a deeper, evening scent with warm notes.
Both names come from the world Kenny knows best — the stage. “Before every show, you do a mic check. It’s symbolic of stepping into your day with confidence,” he explains. Every component, from oils to packaging, is made in India.
Kenny avoided the typical creator-brand trap of quick launches and short life spans. “I didn’t want to fade once the novelty wore off,” he says. “The Stage should feel like a brand that stays.”
Why Fragrance?
While most creators explore fashion, skincare, or wellness, Kenny chose fragrance for its creative freedom and safety. “Perfume lets you be imaginative without worrying about health risks,” he says.
He admits that comedy audiences can be brutally honest, so authenticity was crucial. “They can tell when something’s made just for money. I needed to build a product I genuinely love and use.”
Fragrance, he adds, connects emotionally. “It’s a small way to be part of someone’s daily life — even after the show ends.”
Authentic Marketing Over Ads
Unlike traditional brand endorsements, Kenny won’t flood his comedy content with product placements. Instead, The Stage will appear organically across his podcasts, live shows, and fan interactions. “It’s a lifestyle product — not something you need, but something you want,” he says.
At his shows, fans can even test the scents. “I’ll talk about it the way I would if I were convincing myself to buy it,” he laughs. This approach reflects his broader philosophy — no hard selling, only lived experiences.
He acknowledges that selling fragrances online is challenging because buyers can’t smell them first. Still, he’s patient. “It’ll take time for people to discover and trust it,” he admits.
Building a Brand Around Community
Kenny is embedding The Stage into his larger creative universe. He often collaborates with other comedians and creators who try the perfume on camera. “They’re brutally honest. That’s how I know their reactions are real,” he says.
He’s now nurturing a dedicated fragrance community — enthusiasts who discuss notes, textures, and longevity. Their feedback will shape future launches, which could expand into 10–12 unique scents. For now, though, Kenny refuses to diversify too soon. “You can’t master a category in six months,” he says.
A Partnership Built on Principles
The alliance with Bombay Shaving Company combines creative storytelling with production and distribution strength. “Creators need partners who understand scale and capital. It’s a marriage of two strengths,” Kenny explains.
His contract includes a quality clause that allows him to exit if standards drop. It mirrors his belief that credibility is the real currency in the creator economy.
Kenny’s earlier ventures, including a premium journal line, also reflected his focus on craftsmanship over mass reach. “The goal isn’t quick profit. It’s creating something that lasts,” he says.
Conclusion
With The Stage, Kenny Sebastian joins a growing list of Indian creators-turned-entrepreneurs — from Kusha Kapila’s Underneat to Bhuvan Bam’s Peppy and Parul Gulati’s Nish Hair. Yet his approach stands out for its patience, personal involvement, and refusal to chase virality.
As he puts it, “Success isn’t when someone buys it once; it’s when they say, ‘I wear this because I love it.’”
For India’s creator-led brand movement, The Stage proves that performance and perfume can share the same scent of authenticity.
