In the ever-evolving world of D2C brands in India, it’s not every day that a Bollywood superstar makes a foray into skincare and actually nails it. But that’s exactly what happened when Deepika Padukone launched 82°E, a holistic self-care brand rooted in Indian traditions with a global aesthetic.

While many celebrities have ventured into beauty or fashion, 82°E isn’t just another celebrity-led brand riding on star power. It’s a carefully crafted label that brings together Ayurveda, minimalism, and science-backed skincare, offering a refreshing take on what it means to care for your skin and yourself.

The Philosophy Behind 82°E

Pronounced as eighty-two east, the name refers to the longitudinal line that runs through India symbolizing the brand’s roots in Indian heritage. But what truly makes 82°E stand out is its philosophy: self-care isn’t indulgence, it’s discipline.

Each product is built around rituals, encouraging users to slow down, tune into themselves, and develop a consistent routine. It’s not about 20-step regimens. It’s about intentional beauty a modern spin on age-old Indian wellness practices.

 Clean Beauty Backed by a Clean Vision

The brand launched with a limited product range a smart D2C move that allowed focus on quality over quantity. Two of its hero products include:

• Ashwagandha Bounce Moisturizer – Infused with Ashwagandha and Sodium Hyaluronate for intense hydration
  
  
• Patchouli Glow Sunscreen Drops – A lightweight sunscreen serum offering broad-spectrum protection
  
  

These products are PETA-certified, vegan, dermat-tested, and free from parabens, sulfates, and synthetic fragrances ticking every box for clean beauty lovers.

The Numbers Say It All

Since its launch in late 2022, 82°E has shown impressive traction:

• Over ₹60 crore raised in Series A funding within the first 12 months
  
  
• A growing digital community with hundreds of influencer collabs across Instagram and YouTube
  
  
• Thousands of 5-star reviews on their D2C platform, with consumers praising the luxurious texture, natural scent, and visible results
  
  

In a market as competitive as India’s skincare industry dominated by names like Mamaearth, Plum, and The Ordinary 82°E has carved a niche by leveraging Deepika’s trust equity and combining it with smart branding, minimalist packaging, and authentic storytelling.

More Than a Celebrity Face

What makes 82°E especially credible is Deepika’s active involvement in the brand. She’s not just endorsing the products she’s a co-founder and decision-maker, often seen speaking about product development, testing, and why self-care is deeply personal to her.

In interviews, Deepika has spoken about her mental health journey, her relationship with skincare, and how 82°E is an extension of her lifestyle. This emotional connection has deeply resonated with India’s evolving, conscious consumer base especially millennials and Gen Z who value authenticity over advertising.

D2C Done Right

82°E’s D2C strategy is textbook smart:

• Website-first launch with seamless UI and curated user journeys
  
  
• Strong presence on Instagram Reels, YouTube Shorts, and skincare blogs
  
  
• UGC campaigns that invite real customers to share their #My82EJourney
  
  
• A mobile-friendly experience that focuses on product education before selling
  
  

Their pricing sits at the premium-yet-accessible sweet spot positioning the brand as aspirational but not unreachable.

 Powered by Passion – Featured on The Startup Caffe

At The Startup Caffe, we love spotlighting brands that are brewed with heart, hustle, and homegrown values. 82°E is all that and more. It’s not just about skin care it’s about embracing a lifestyle that prioritizes self-love, daily rituals, and conscious choices.

Whether you’re an aspiring founder, a wellness junkie, or a brand geek there’s something to learn from the way 82°E has built its presence.

So grab your cup of chai (or green tea), and stay tuned with The Startup Caffe as we continue serving stories of India’s boldest, brightest, and most beautiful startups.