The Deepika Padukone skincare brand 82°E has declared net losses of Rs 12.3 crore in financial year 2025, according to Ministry of Corporate Affairs filings. Moreover, the brand’s revenue dropped 30% from Rs 21.2 crore in 2024 to Rs 14.7 crore in 2025. Consequently, this marks another challenging year for the mid-premium skincare label launched in November 2022.
The brand operates under DPKA Universal Consumer Ventures Private Limited. Deepika Padukone and her father, badminton legend Prakash Padukone, serve as directors of the company. Additionally, the company has a paid-up capital of Rs 8.92 crore as of November 2025.
Despite the concerning figures, the losses show some improvement. Previously, 82°E posted a net loss of Rs 23.4 crore in FY24. Therefore, the company has managed to narrow its losses by nearly 47% year-over-year. Nevertheless, the brand has remained unprofitable since its launch three years ago.
The company has aggressively cut costs to improve its financial position. Total spending dropped significantly from Rs 47.1 crore in 2024 to Rs 25.9 crore in 2025. Furthermore, marketing expenses fell dramatically from Rs 20 crore to just Rs 4.4 crore. This suggests the company pulled back on customer acquisition efforts after previous campaigns failed to deliver expected results.
82°E positions itself as a mid-premium brand with products priced between Rs 2,500 and Rs 4,000. Deepika has leveraged her massive social media presence to promote the brand. Her Instagram account boasts 80.5 million followers. Moreover, she created high-profile campaigns, including one featuring Shah Rukh Khan during their film Jawan’s release.
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However, the brand faces intense competition from multiple directions. Direct-to-consumer brands like Foxtale, mCaffeine, Plum, and Dot & Key offer quality skincare products at much more affordable prices. Meanwhile, the luxury segment remains dominated by international giants such as Estée Lauder and L’Oréal.
In contrast, fellow actress Katrina Kaif’s makeup brand Kay Beauty has achieved greater success. Kay Beauty made its first profit in 2022, just three years after launching in 2019. Additionally, the brand’s revenue reached Rs 88.23 crore in FY24 with profits of Rs 11.3 crore.
Importantly, Katrina launched Kay Beauty in collaboration with Nykaa, which owns 51% of the company. Katrina holds 42%, while Matrix owns the remaining 7.5%. Experts estimate Kay Beauty will hit Rs 100-105 crore in revenue this year. Furthermore, the strategic partnership with an established retailer appears to have provided crucial market access.
According to company statements, 82°E continues working toward profitability. The brand is increasing sales efforts while maintaining its cost-cutting strategy. Nevertheless, data shows the company’s expenses remain much higher than its income. Therefore, achieving profitability remains a significant challenge.
The Deepika Padukone skincare brand struggles despite high-quality campaigns and celebrity endorsements. Consequently, the competitive landscape and pricing strategy may require reassessment for the brand to achieve sustainable growth and finally turn profitable in the coming years.
