In a tale of two contrasting fortunes within Bollywood's beauty empire, Deepika Padukone's skincare venture 82°E has reported significant financial losses for the financial year 2025, while Katrina Kaif's makeup brand Kay Beauty continues its impressive growth trajectory toward the Rs 100 crore revenue milestone.
Financial Downturn for 82°E
According to recent filings with the Ministry of Corporate Affairs, Deepika Padukone's mid-premium skincare brand 82°E declared net losses of Rs 12.3 crore in FY25. The company witnessed a substantial decline in revenue, dropping from Rs 21.2 crore in 2024 to Rs 14.7 crore in 2025, representing a concerning downward trend for the celebrity-backed venture.
Despite these challenging numbers, there is a silver lining in the company's cost-cutting measures. The brand has significantly reduced its expenditure from Rs 47.1 crore in 2024 to Rs 25.9 crore in 2025, demonstrating aggressive financial management. Most notably, marketing expenses saw a dramatic reduction from Rs 20 crore to just Rs 4.4 crore year-over-year.
Understanding the Struggle
Positioned in the competitive mid-premium segment with products priced between Rs 2,500 and Rs 4,000, 82°E has faced stiff competition from multiple fronts. The brand has leveraged Deepika's substantial social media influence, including her 80.5 million Instagram followers, and even enlisted superstar Shah Rukh Khan for high-profile campaigns during their film 'Jawan' promotions.
However, industry analysts point to several challenges facing the brand. "The Indian skincare market has become increasingly crowded with fast-growing brands like Foxtale, mCaffeine, Plum, and Dot & Key offering quality products at more accessible price points," explains a market expert. "Meanwhile, the luxury segment remains dominated by established international players like Estée Lauder and L'Occitane, making the mid-premium space particularly challenging."
Kay Beauty's Success Story
In stark contrast to 82°E's struggles, Katrina Kaif's Kay Beauty has emerged as a remarkable success story in the celebrity beauty space. The makeup brand, launched in 2019 in collaboration with beauty retail giant Nykaa, achieved profitability within three years of operation.
The financial performance speaks volumes: Kay Beauty recorded revenue of Rs 88.23 crore in FY24 with profits of Rs 11.3 crore. The ownership structure reveals Nykaa holds 51% stake, while Katrina maintains 42%, with Matrix Partners owning the remaining 7.5%. Industry experts now project the brand will reach Rs 100-105 crore in revenue this year, cementing its position as a market leader.
The divergent paths of these two Bollywood-powered beauty ventures highlight the unpredictable nature of celebrity endorsements in the competitive Indian beauty market, where strategic partnerships, market positioning, and consumer pricing play crucial roles in determining success.
