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Deepika Padukone 82°E posts heavy losses as luxury skincare brand struggles for footing
Deepika Padukone 82°E losses raise questions on celebrity-backed skincare business strategy
Highlights:
- Skincare brand reports £1.05 million (₹12.26 crore) in 2025.
- Revenue falls over 30% to £1.25 million (₹14.66 crore).
- Marketing spend slashed to around £37,400 (₹4.4 crore) from £170,000 (₹20 crore)
- Deepika continues big-film projects even as 82°E struggles.
Actor Deepika Padukone’s skincare label, 82°E, has hit another rough patch financially. Latest filings show the brand’s revenue dropped sharply while losses remain substantial. Management states that cost-cutting is ongoing, but so far the only silver lining is a smaller loss compared to last year.
Why Deepika Padukone 82°E is struggling
82°E recorded a £1.05 million loss in 2024–25, down from roughly £1.97 million the year before (₹23 crore). Revenue dipped from around £1.81 million (₹21.21 crore) to £1.25 million (₹14.66 crore).
The brand runs under DPKA Universal Consumer Ventures. Deepika and her father Prakash Padukone are listed as directors.
How 82°E is trimming spending
Marketing took the biggest hit. Last year they spent roughly £170,500 (₹20 crore). This year it is down to £37,600 (₹4.4 crore). Total expenses dropped from £402,000 (₹47 crore) to under ~£222,000 (₹26 crore). Management statements say they are “continuously taking efforts to increase revenue [and] reduce expenses to ensure a profitable track record.”
How fans and the market see 82°E
Launched in 2021, 82°E positioned itself as a luxury skincare brand with products starting around £25 (₹2,500). Social media buzz was high at launch, thanks to Deepika’s influence. Still, despite her following, the brand has not turned a profit.Kay Beauty, by contrast, keeps growing.
What is next for Deepika Padukone 82°E
Deepika is not slowing down elsewhere. She is lined up forKing with Shah Rukh Khan and Suhana Khan, and a collaboration with Allu Arjun and director Atlee. While her film career continues to thrive, the business side of 82°E still has work to do.
Despite the losses, filings suggest the brand is not closing shop. The cutbacks may buy breathing room, but profitability is still a distant target. For now, Deepika seems focused on juggling both worlds, the big screen and the skincare counter.
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