Daijiworld Media Network - Mumbai
Mumbai, Nov 27: Bollywood star Deepika Padukone’s mid-premium skincare brand 82°E has reported a net loss of Rs 12.3 crore for the financial year 2025, according to filings with the Ministry of Corporate Affairs. The company’s revenue declined from Rs 21.2 crore in FY24 to Rs 14.7 crore in FY25, marking yet another challenging year for the brand since its launch in November 2022. In contrast, fellow actor Katrina Kaif’s beauty label continues to perform strongly and remains profitable.
Though the losses this year are lower than the Rs 23.4 crore reported in FY24, the brand is still struggling to find firm footing in a rapidly expanding and highly competitive skincare market. Company filings indicate that 82°E has undertaken aggressive cost-cutting measures to stabilize finances. Total expenditure dropped sharply from Rs 47.1 crore in FY24 to Rs 25.9 crore in FY25, with marketing costs alone slashed from Rs 20 crore to just Rs 4.4 crore this fiscal.
Despite heavy promotional campaigns featuring Deepika herself, alongside major celebrities such as Shah Rukh Khan, the brand has found it difficult to carve out a significant market share. Industry analysts point to stiff competition from fast-growing homegrown brands like Foxtale, mCaffeine, Plum and Dot & Key, which offer high-quality skincare at more affordable prices. Meanwhile, the luxury segment remains dominated by global giants such as Estée Lauder and L’Occitane, leaving limited room for mid-premium newcomers.
Deepika’s brand markets products priced between Rs 2,500 and Rs 4,000, a range that places it in a tight spot between mass-market affordability and luxury exclusivity. Its strong celebrity-driven marketing has not been enough to accelerate growth in an increasingly price-sensitive consumer landscape.
On the other hand, Katrina Kaif’s Kay Beauty — a makeup-focused brand — continues its upward trajectory. Launched in 2019 in partnership with Nykaa, Kay Beauty registered its first profit in 2022. By FY24, its revenue rose to Rs 88.23 crore, with profits touching Rs 11.3 crore. Nykaa owns 51% of the brand, while Katrina holds 42% and Matrix owns the remaining 7.5%. Experts now predict that Kay Beauty is on track to cross Rs 100 crore in revenue this year, reinforcing its strong market position.
As 82°E works to reduce expenses and strengthen its sales strategy, industry watchers believe the brand may need further innovation, competitive pricing, and broadened customer outreach to turn the tide in its favour.