Deepika Padukone’s mid-premium skin care brand 82°E has declared net losses of Rs 12.3 crore in the financial year 2025, as per MCA (Ministry of Corporate Affairs) filings. The brand’s revenue has dropped from Rs 21.2 crore in 2024 to Rs 14.7 crore in 2025, with the company’s net losses amounting to Rs 12.3 crore. On the other hand, another Bollywood A-lister, Katrina Kaif’s make-up brand has been profitable.
Deepika’s brand continues to struggle despite cutting costs
In the filing, the actor’s company stated that they are cutting costs and increasing sales efforts to achieve profitability. Deepika’s brand hasn’t been profitable since its launch in November 2022 and has continued to post losses. This year, the company’s losses are lower compared to 2024, when it posted a net loss of Rs 23.4 crore in FY24, according to Tracxn data.
According to a report in Moneycontrol, the company is aggressively cutting costs. It spent Rs 25.9 crore in 2025 –significantly lower than the Rs 47.1 crore it spent in 2024. The company has also reduced its marketing expenses from Rs 20 crore in 2024 to just Rs 4.4 crore in 2025.
Why is Deepika’s brand struggling?
82°E is positioned as a mid-premium brand with products priced between Rs 2,500 and Rs 4,000. The actor has used her social media influence and star power to promote the brand—running campaigns on her Instagram account, which boasts 80.5 million followers, and even roping in big celebrities like Shah Rukh Khan. During the release of their film Jawan, she and Shah Rukh released a promotional video featuring the superstar applying 82°E products while Deepika guided him.
Despite high-quality campaigns, Deepika’s brand hasn’t taken off due to stiff competition from fast-growing brands like Foxtale, mCaffeine, Plum, and Dot & Key, which offer quality skin care products at much more affordable prices. At the other end of the market, the luxury skincare space remains dominated by international giants such as Estée Lauder and L’Occitane.
Katrina Kaif’s Kay Beauty vs Deepika’s 82°E
Although Deepika and Katrina’s brands do not compete in the same category—Katrina’s Kay Beauty is a makeup brand—Kay Beauty has been far more successful. It made its first profit in 2022, three years after its launch in 2019. According to reports, the brand’s revenue reached Rs 88.23 crore in financial year 2024, with profits amounting to Rs 11.3 crore.
It is also noteworthy that Katrina launched the brand in collaboration with Nykaa, with the retail giant owning 51 per cent of the company, while Katrina holds 42 per cent and the remaining 7.5 per cent is held by Matrix. As per reports, experts estimate that Kay Beauty is poised to grow to Rs 100–105 crore in revenue this year.
