Deepika Padukone Launches Wellness Brand 82°E – A New Chapter in Bollywood Entrepreneurship
Mumbai, June 2025 – In a move that blends stardom with sustainability, Bollywood actress Deepika Padukone has officially launched her wellness and skincare brand 82°E (pronounced “Eighty-Two East”), making headlines across both entertainment and business sectors.
The launch event, held at Mumbai’s iconic Mehboob Studios, was a star-studded affair attended by celebrities, industry insiders, and wellness influencers. Deepika, dressed in a minimalist ivory sari, took center stage not as an actress this time, but as a visionary entrepreneur
What is 82°E
Named after the longitudinal line that passes through India 82°E is more than just a beauty brand. According to Deepika it represents a journey back to the self The brand combines traditional Indian wellness practices like turmeric, ashwagandha and sandalwood with modern dermatological science, aiming to offer products that are clean effective and mindful
As someone who believes deeply in self-care, I wanted to build something that reflects my personal philosophy Deepika said during the launch. Not just skincare, but soul care
The brand’s tagline Born in India, for the world reflects Deepikas global ambition. 82°E is already available online and ships to over 25 countries.
Products and Pricing
The brand launched with five core products:
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Lotus Splash – A gentle foaming face cleanser
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Ashwagandha Bounce – A hydrating serum
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Patchouli Glow – A revitalizing facial oil
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Saffron Shield – A protective SPF moisturizer
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Turmeric Dew – A night repair gel
Prices range from ₹999 to ₹3,200 per item, placing the brand in the premium segment, yet still below high-end luxury pricing
Business Behind the Brand
82°E is co-founded by Deepika and Jigar Shah, a wellness entrepreneur with expertise in sustainable product development. The brand has already attracted investment from top Indian and international venture capital firms, with an early valuation reported to be over ₹200 crore (around $24 million USD).
Celebrity Entrepreneurs on the Rise
Deepika now joins the growing list of Bollywood celebrities who are entering the business world Alia Bhatts kidswear line Ed-a-Mamma and Katrina Kaif’s Kay Beauty are examples of stars turning their influence into lasting brands
Celebrities are no longer just facestheyre becoming founders said Priya DSouza a brand strategist.Deepika’s move is part of a larger wave where influence is transitioning into ownership
Wellness Not Just Looks
Unlike many celebrity-led beauty brands that focus only on cosmetics, 82°E leans into holistic wellness. The launch included a guided meditation and a panel discussion with mental health experts, reinforcing Deepika’s long-standing commitment to emotional and psychological well-being.
With over 90 million followers on Instagram, Deepika is using her platform to shift the beauty conversation—from perfection to presence.
What’s Next
82°E plans to expand into body care and aromatherapy by early 2026. Deepika has also hinted at a potential collaboration with a global fashion label to create a limited-edition wellness capsule collection.
With her roots in cinema and her eyes on the world, Deepika Padukone continues to redefine what it means to be a modern Indian icon
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Instagram: @deepikapadukone
