Deepika Padukone-backed skincare brand 82°E has reported a sharp revenue dip for FY25, according to its latest filings. Revenue fell to Rs. 14.7 crore, down from Rs. 21.2 crore the year before.
Lower losses, but revenue slump
There is a silver lining: the net loss narrowed significantly. The company trimmed its shortfall from Rs. 23.4 crore in FY24 to Rs. 12.3 crore in FY25. That improvement came largely from a reduction in overall spending.
Big cuts in expenditure and marketing
Total expenses were slashed to Rs. 25.9 crore in FY25 from Rs. 47.1 crore a year earlier. Marketing spend saw the biggest drop—down to Rs. 4.4 crore from nearly Rs. 20 crore. The filings suggest 82°E deliberately pulled back on customer-acquisition after an earlier heavy marketing push failed to deliver sustained revenue growth.
Star power wasn’t enough
Despite leveraging Deepika’s massive social-media presence and her personal endorsements of products, the brand could not avoid a downturn. The gap between visibility and conversion highlights the challenge of turning celebrity attention into long-term customer loyalty.
Where 82°E sits in the market
82°E positions itself as a luxury or mid-premium skincare label, with products priced between Rs. 2,500 and nearly Rs. 4,000. That places it below established luxury houses like Estée Lauder but above mass-market offerings—an increasingly crowded space where direct-to-consumer startups and legacy brands compete hard for share.
What’s next?
The company has indicated plans to cut costs further and ramp up sales efforts to steer back to profitability. For a celebrity-backed brand, the coming year will test whether strategic tightening and renewed growth initiatives can convert Deepika’s star pull into steady business momentum.
