Bollywood star Deepika Padukone’s skincare line, 82°E, is facing financial challenges, with sales declining sharply. Recent company filings reveal that the brand is making efforts to reduce expenses but has yet to achieve profitability.
The brand, legally owned by DPKA Universal Consumer Ventures Private Limited and managed by Deepika Padukone and her father, Prakash Padukone, reported losses of ₹12.26 crore in the 2024–2025 fiscal year. Revenue also fell from ₹21.21 crore in 2023–2024 to ₹14.66 crore in 2024–2025, a drop of more than 30%.
Despite the decrease in revenue, the loss was smaller than the previous year. In 2023–2024, 82°E reported losses of over ₹23 crore. The company attributed the smaller loss to a sharp reduction in expenses, particularly marketing costs. Spending on market campaigns dropped 78% to ₹4.4 crore in 2024–2025, down from ₹20 crore in the previous year. Total spending also decreased from ₹47 crore to just under ₹26 crore.
82°E, launched in 2021, positions itself as a high-end skincare brand with products priced up to ₹2,500. Despite marketing campaigns and Deepika Padukone’s strong social media presence, the company has yet to turn a profit.
Industry analysts note that 82°E continues to lag behind competitors. Brands like Katrina Kaif’s Kay Beauty, launched in 2019, have seen consistent growth and strong profits, highlighting the competitive challenges in India’s celebrity-led beauty market.
The management of 82°E stated in filings that they are focused on revenue growth and cost control to achieve a sustainable and profitable business. While losses have decreased, the brand still faces an uphill battle to become profitable amid intense market competition.
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