Deepika Padukone-owned luxury skincare brand 82°E is going through a challenging financial year, according to the company’s latest filings. Despite efforts to cut costs and improve efficiency, the brand reported losses of Rs 12.26 crore for FY25, with revenue falling 30% to Rs 14.66 crore from Rs 21.21 crore in the previous year.
82°E By Deepika Padukone Cuts Costs But Still Struggles To Turn Profitable
82°E operates under DPKA Universal Consumer Ventures Private Limited. Deepika and her father Prakash Padukone are listed as directors. The filings show that the brand has reduced its overall expenditure significantly. Marketing spend fell 78%, from Rs 20 crore in FY24 to Rs:4.4 crore in FY25, while total costs dropped from Rs 47 crore to under Rs 26 crore.
The company stated in MCA Filings, “The management is continuously taking efforts to increase the revenue, reduce expenses to ensure it has a profitable track record.” Although the loss is smaller than the Rs 23 crore reported in FY24, 82°E is yet to turn profitable.
Launched in 2021 as a luxury skincare line, 82°E offers products priced upwards of Rs:2,500. Despite Deepika’s massive social media presence and popularity, the brand has struggled in a highly competitive skincare market.
In contrast, Katrina Kaif’s Kay Beauty, launched in 2019 under Nykaa, has performed strongly. Reports suggest Kay Beauty achieved profitability in FY25, benefiting from Nykaa’s backing and strong consumer demand. While exact numbers are not publicly disclosed, the brand’s success highlights the challenges faced by newer celebrity brands like 82°E.
Deepika And Katrina’s Work Front
On the film front, Deepika has two big projects lined up. She will star alongside Shah Rukh Khan and Suhana Khan in Siddharth Anand’s King, set to release in April 2026. She will also collaborate with Allu Arjun in Atlee’s next untitled project, tentatively called AA22xA6. No release date has been announced yet.
Meanwhile, Katrina Kaif recently welcomed her first child, a baby boy. She has not announced any upcoming film projects since Tiger 3 with Salman Khan.
