Global Indian icon Deepika Padukone launches her self-care brand, 82°E, named after the meridian that runs longitudinally through India.
November 11, 2022: An Indian icon who has risen meteorically in the global world, what with her partnerships with Louis Vuitton and Cartier, has launched her first brand, a self-care brand, 82°E. Pronounced ‘Eighty-Two East’, the name is inspired by the meridian that runs longitudinally through India and defines the country's standard time.
82°E also reflects Ms. Padukone’s journey and experience as a modern woman rooted in India but global in her outlook. The communication paraphernalia shows a brand that is projected to be sublime, genteel and simple.
A pioneering advocate of mental, physical and emotional well-being, Ms. Padukone’s brand will offer premium, high-performance products that make self-care a simple, effective, and enjoyable part of everyday life.
The brand will launch with skincare as its inaugural category this month. In-house experts formulate 82°E’s skincare products, and each product combines an Indian ingredient with a scientific compound into a powerful formula.
Deepika Padukone, Co-founder, 82°E, says, “Wherever I am in the world, practising simple acts of self-care consistently helps me stay grounded and enables me to feel my most centred. With 82°E, I hope to inspire us all to connect with our truest, most authentic selves through consistent and humble self-care practices. The first step in that direction is our range of skincare products that have been rigorously sourced, carefully crafted, and clinically tested so you can build simple, joyful, and effective everyday rituals to care for the health of your skin.”
The launch of 82°E also marks Ms. Padukone’s foray into full-fledged entrepreneurship, expanding her mission to leave behind a distinguished legacy and to inspire people to live authentic lives. It’s a valuable addition to her already impressive resume of being an actor, producer, and mental health advocate.
As per the official statement, 82°E takes pride in being India’s first celebrity-owned self-care brand backed by global institutional venture capitalists.