Deepika Padukone’s Skincare Brand 82°E Reports Rs 12.26 Crore Loss Amid Revenue Decline

Actor Deepika Padukone’s luxury skincare brand 82°E, launched in 2021, has reported a Rs 12.26 crore loss for FY 2024–25.

While the company managed to narrow its losses compared to the Rs 23 crore deficit in the previous year, filings reveal that the brand continues to face challenges in achieving profitability.

According to documents submitted to the Ministry of Corporate Affairs, revenue fell 30%, dropping from Rs 21.21 crore in 2023–24 to Rs 14.66 crore in 2024–25.

In response, the company implemented aggressive cost-cutting measures, slashing marketing expenditure by 78% — from Rs 20 crore to Rs 4.4 crore — and reducing overall spending from Rs 47 crore to under Rs 26 crore.

Despite Deepika’s global influence and strong digital presence, 82°E has struggled to gain traction in India’s competitive beauty market.

Positioned as a premium skincare brand, with most products priced above Rs 2,500, the company has yet to turn profitable.

The contrast is stark when compared to Katrina Kaif’s Kay Beauty, which has registered strong sales and profits since its launch in 2019.

On the professional front, Deepika Padukone is gearing up for two major releases: King, co-starring Shah Rukh Khan and Suhana Khan, directed by Siddharth Anand, scheduled for April 2026; and a film with Allu Arjun, directed by Atlee, tentatively titled AA22xA6.