In what could be one of the most significant consolidation moves in India’s booming beauty and personal care market, Nykaa is reportedly in advanced discussions to acquire a controlling stake in 82°E, the premium skincare brand founded by actress Deepika Padukone. As per reports, Deepika is expected to retain a minority stake if the deal goes through.
Launched in late 2022, 82°E operates as a direct-to-consumer skincare brand. However, it has faced challenges in achieving expected growth. The brand’s premium pricing — with products priced around Rs 2,500 for 50 ml — along with unclear positioning and strong competition from digital-first brands, has affected its performance. Regulatory filings show that 82°E reported a 30% year-on-year decline in revenue to Rs 14.7 crore in FY25. The company also recorded losses of Rs 12.26 crore during the same period.
The potential acquisition aims to strengthen Nykaa’s House of Nykaa portfolio while providing 82°E the scale it has struggled to achieve independently. Nykaa plans to leverage its robust distribution, logistics, and repeat-purchase ecosystem to boost the brand’s performance.
This is not a relationship starting from scratch. Nykaa appointed Deepika Padukone as its global brand ambassador in September 2025, featuring her in major campaigns such as Pink Friday Sale and Nykaaland.
The 82°E deal fits neatly into a broader playbook Nykaa has been executing with growing confidence. The company has been expanding its “House of Nykaa” strategy by acquiring brands like Nudge Wellness, Dot & Key, and Earth Rhythm. These acquisitions have helped Nykaa transition from a marketplace into a diversified beauty conglomerate.
Financially, the platform reported revenue of Rs 2,873 crore for the quarter ended December 2025, up 27% year-on-year, while net profit rose to Rs 68 crore — a 156% increase.
