Post by : Rameen Ariff

82°E, a skincare brand backed by Bollywood star Deepika Padukone, reported a decline in revenue and continued losses in the financial year 2025. According to recent company filings, the brand's revenue fell from Rs 21.2 crore in FY24 to Rs 14.7 crore in FY25. Despite the lower revenue, the net loss narrowed to Rs 12.3 crore from Rs 23.4 crore the previous year.

The company, legally known as DPKA Universal Consumer Ventures Private Ltd, said it is working to reduce costs and boost sales in order to return to profitability. In FY25, the company spent Rs 25.9 crore, a significant reduction from Rs 47.1 crore in FY24. Marketing expenses saw a sharp drop from nearly Rs 20 crore to Rs 4.4 crore, indicating a strategic cutback in customer acquisition efforts after a heavy push in FY24 failed to generate sustainable revenue.

82°E positions itself as a luxury skincare brand, offering products priced between Rs 2,500 and Rs 4,000. This places the brand in the mid-premium segment, below the luxury level dominated by established names like Estée Lauder. Despite Deepika Padukone’s strong social media presence and her personal promotion of the products, the brand has struggled to maintain steady growth in a highly competitive market.

The skincare industry in India features fast-growing direct-to-consumer (D2C) brands like Foxtale, mCaffeine, and Plum, which focus on mass-premium price points and aggressive scaling. On the other hand, luxury brands such as Estée Lauder and L’Occitane continue to hold strong positions at the high end of the market.

Comparatively, Kay Beauty, a makeup brand launched by actress Katrina Kaif, has shown strong growth since its 2019 debut. Kay Beauty’s revenue rose by 45.83% to Rs 88.23 crore in FY24, and the company achieved profitability early on. Its net profit grew by 66% to Rs 11.3 crore in the same year. Kay Beauty operates as a joint venture, with Nykaa holding 51%, Katrina Kaif 42%, and Matrix 7.5%. Industry experts expect the brand's revenue to reach Rs 100-105 crore in FY25, supported by Nykaa’s strong market presence in online beauty retail.

Other celebrity-backed brands in the Indian market include HRX by Hrithik Roshan, Being Human by Salman Khan, Hyphen by Kriti Sanon, and Wrogn by Virat Kohli, all contributing to a dynamic and growing beauty and personal care sector.

In summary, while 82°E continues to face challenges in boosting sales and cutting losses, the Indian celebrity-backed beauty market overall remains vibrant and competitive, with several brands making significant gains in recent years.

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