Deepika Padukone’s Skincare Brand 82°E Faces Revenue Decline
The skincare brand 82°E, supported by actress Deepika Padukone, has experienced a significant drop in revenue for the fiscal year 2025. Recent reports reveal that their earnings fell to ₹14.7 crore, a decrease from ₹21.2 crore in the previous year.
On a positive note, the company’s net loss has improved. Last year, 82°E reported a loss of ₹23.4 crore, which has now narrowed to ₹12.3 crore.
Financial records indicate that the total expenditure for FY25 was ₹25.9 crore, a considerable reduction from ₹47.1 crore the previous year. The brand notably cut its marketing expenses dramatically from nearly ₹20 crore to just ₹4.4 crore. This shift suggests that 82°E is pulling back on efforts to attract customers after a previous aggressive marketing strategy failed to yield consistent revenue.
Despite Deepika leveraging her vast social media following to promote the products with personal stories, the brand still faced challenges.
82°E aims to position itself as a luxury skincare line, with product pricing ranging from ₹2,500 to nearly ₹4,000, placing it in the mid-premium segment but below established luxury brands like Estée Lauder.
In a highly competitive marketplace, where both new direct-to-consumer brands and well-known luxury labels compete for attention, 82°E is now focusing on further cost-cutting measures and enhancing sales initiatives to work towards profitability. The company’s intentions were outlined in their latest financial statement.
