Is Nykaa buying a major stake in Deepika Padukone’s skincare brand 82°E? Inside the potential deal that could redefine India’s beauty market

Over the last decade, the makeup and skincare industry in India has seen rapid growth, where international labels are being welcomed with open arms, and homegrown ventures are being introduced, which are also witnessing a high success rate.But now this fast-evolving beauty economy does not care much for celebrity-backed labels. Deepika's brand is a luxury-leaning skincare venture with a mindful Ayurvedic touch, the brand’s success may get a boost if it strengthen its House of Nykaa portfolio. Reports suggest that the brand is in talks with the beauty giant Nykaa, with the latter said to be in talks to buy a majority stake in 82°E. This isn’t just industry gossip anymore, but a shift where even celebrity brands are scaling up their survival game and doing everything they can to stay relevant in this competitive market. According to a report in the Economic Times, the proposed deal under discussion, is looking at Nykaa’s huge market and loyal customer base of around 42 million, and it solely aims to boost the brand in every way. The brand has faced challenges because of its premium pricing for limited quantities and stiff competition from other digital players. 82°E reported a 30% year-on-year decline in revenue to Rs 14.7 crore in 2025, where the losses stood around Rs 12.26 crore. It was launched in late 2022 as a direct-to-consumer skincare brand. Well, the actress already shares an existing partnership with the company as a global brand ambassador since September last year and also leads their Pink Friday Sale and Nykaaland event. With Nykaa’s unmatched distribution network, trust, and consumer reach, this deal could be transformative and reposition the skincare brand’s name yet again in the market. It is also a litmus test for India’s celebrity beauty boom, where star power meets market realities, and clearly signals that a name alone cannot change everything, but the strategy and substance matter a lot.