Deepika Padukone–backed skincare brand 82°E has reported a significant decline in revenue for FY25, signaling a challenging phase for the celebrity-led beauty label. As per the company’s latest filings, revenue fell sharply to Rs 14.7 crore, compared to Rs 21.2 crore in the previous financial year. This marks a notable slump for the brand, which launched with high expectations and substantial marketing buzz.
Sharp Expense Cuts but Heavy Losses Continue
The financial documents reveal that 82°E’s total expenditure dropped to Rs 25.9 crore in FY25, a drastic reduction from Rs 47.1 crore in FY24. One of the biggest cuts came from the marketing budget, which fell to Rs 4.4 crore from nearly Rs 20 crore the year before.
This steep reduction indicates that the company intentionally scaled back aggressive customer-acquisition strategies after earlier campaigns failed to bring consistent revenue growth.
Despite these strategic cuts, the brand still recorded losses of Rs 12.26 crore, emphasizing that reduced spending alone has not been enough to stabilize its financial performance.
Celebrity Influence Didn’t Prevent the Downturn
82°E initially benefited from Deepika Padukone’s massive digital influence, with the actress frequently promoting the products and sharing her personal skincare routines across social media. However, even this strong celebrity backing wasn’t sufficient to counter the revenue decline.
This suggests that while star power can boost visibility, it does not always translate into sustainable or repeat customer purchases in an increasingly competitive beauty market.
Positioning as a Luxury-Inspired, Mid-Premium Brand
82°E has positioned itself as a luxury-inspired, clean skincare brand, offering products priced between Rs 2,500 and Rs 4,000. While the pricing places it in the mid-premium segment, it still sits below global luxury giants like Estée Lauder, Clinique, and Lancome, which dominate the upscale skincare space.
The brand’s challenge lies in convincing customers to choose it over established competitors and a growing number of indie D2C skincare brands that offer similar quality at lower prices.
A Competitive Market Poses Tough Challenges
India’s skincare market has become intensely competitive, with new-age D2C brands such as Minimalist, Plum, Dot & Key, and Pilgrim rising quickly due to strong product performance and aggressive digital marketing. At the same time, global luxury brands continue to maintain a loyal customer base.
Caught between these two segments, 82°E faces the dual challenge of justifying its premium pricing while building long-term consumer trust and repeat purchases.
82°E Plans to Cut Costs Further and Boost Sales
According to its filings, the company aims to tighten operational spending even more while focusing heavily on improving sales efficiency. The plan appears geared toward reducing losses and gradually steering the brand toward profitability.
If the strategy works, 82°E may be able to stabilize its financials and regain momentum in the fast-evolving beauty and skincare industry.
