Deepika Padukone's 82°E reports 10% of initial revenue from outside India

By

Isabelle Crossley

Published
Jan 10, 2023

Deepika Padukone’s recently launched skincare and wellness brand 82°E is expanding through direct-to-customer retail. The Bollywood actress’ business now counts 10% of its online orders from outside of India. 

82°E has tapped into consumer demand for direct-to-customer skincare and surpassed its first-month sales projection for its sunscreen oil within six days, Vogue India reported. The brand eschewed more established retail channels and chose to retail through its own dedicated e-commerce store which offers shipping to 200 countries and currently see 10% of sales come from international shoppers. 
 
“I am not saying that only our products will solve the issue,” Padukone told Vogue India about her new brand. “Beauty is a holistic decision, which is why I always wanted to start a self-care brand. You won’t find us just talking about how efficacious our products are, but how to lead a healthy lifestyle. People generally expect makeup to make them look amazing but what you eat and what you apply on your skin is the foundation to ensuring that your makeup looks flawless.”

Deepika Padukone founded 82°E with Jigar Shah with the aim of offering a simple to use yet luxurious set of skincare treatments to aid self-care. The brand focuses on using Indian skincare ingredients and launched with two products: Ashwagandha Bounce and Patchouli Glow serums. 
 
“For us, the product lineup mirrors Deepika’s own skincare routine, which is simple, straightforward and focuses on the fundamentals of hydration and protection,” said Shah. “We didn't want to sound like we know how to solve acne, because we do not at this point in our brand journey. So, we start from what we know and build on it from there.”