Deepika Padukone–backed skincare label 82°E, known for its minimalist branding and premium positioning, has reported a decline in revenue and a narrower loss for the financial year ending March 2025. The brand saw revenue fall from ₹21.2 crore in FY24 to ₹14.7 crore in FY25, even as net losses reduced significantly to ₹12.26 crore during the same period, according to Ministry of Corporate Affairs (MCA) filings.
Despite its star power and heavy early marketing push, the numbers suggest that the brand is currently in a reset mode—reworking strategy, tightening spending, and reassessing its growth playbook. In this article, we’ll break down what’s really happening behind 82°E’s numbers — the slowdown, the strategy reset, and whether the brand’s premium playbook can still win.
Credits: Moneycontrol
A Premium Brand Still Finding Its Footing
Launched with much anticipation in late 2022, 82°E positioned itself as a brand rooted in self-care, simplicity, and clean beauty. The products — ranging from moisturisers to serums — are priced between ₹2,500 and ₹4,000, placing the brand in the mid-premium bracket. While this makes it more affordable than luxury labels like Estée Lauder or Clinique, it is still significantly above mass-market and D2C competitors such as Mamaearth, Minimalist, and Plum.
The pricing signals exclusivity — but it also narrows the target audience, especially in a value-conscious, highly promotional Indian beauty market.
Marketing Reset: From Aggressive Push to Conservative Spend
One of the biggest shifts in FY25 has been the brand’s approach to marketing.
In FY24, 82°E spent nearly ₹20 crore on marketing, signalling a growth-at-all-costs approach typically seen in early-stage consumer brands. But in FY25, that number dropped sharply to ₹4.4 crore, marking a steep pullback in customer acquisition and brand visibility efforts.
This change appears intentional. The filings show that the company is now prioritising efficient spending and improving unit economics instead of top-line growth. The question is whether lower visibility will make it harder to scale in an already competitive space.
Operating Costs Drop, But Revenue Still Lags
Overall expenditure fell from ₹47.1 crore in FY24 to ₹25.9 crore in FY25, nearly a 45% reduction. This includes operational restructuring, lower burn, and tighter control on non-essential costs.
Even with the reduced expenses, however, spending remains nearly double the revenue, indicating the brand is still far from break-even.
Still, the decline in losses—from ₹23.4 crore in FY24 to ₹12.26 crore in FY25—shows that the cost correction is beginning to work. The brand seems focused on sustainability rather than vanity metrics.
A Celebrity Brand in a Crowded D2C Arena
With names like Katrina Kaif’s Kay Beauty, Priyanka Chopra’s Anomaly, and newly emerging dermat-led labels dominating the beauty segment, celebrity association is no longer a guaranteed accelerator.
82°E’s challenge is balancing aspiration with accessibility — without compromising product credibility.
The brand has also faced mixed responses online: while packaging and experience earn praise, sentiment around pricing and perceived value has been divided. In a digital-first market where reviews and repeat buying matter more than celebrity campaigns, this feedback loop plays a huge role in survival.
Credits: afaqs!
What’s Next for 82°E?
The filings indicate that DPKA Universal Consumer Ventures Pvt. Ltd., the legal entity behind 82°E, is focusing on rebuilding distribution, refining product strategy, and improving conversions. The brand did not comment publicly on the financial results.
As the D2C ecosystem matures, investors and brands are shifting from hypergrowth strategies to sustainable profitability. For 82°E, FY25 seems to be a year of correction — not collapse.
Whether this strategic reset will help the brand reclaim growth or limit momentum remains to be seen. But one thing is clear: the next phase will be less about celebrity appeal — and more about convincing consumers the product is worth the price.
