Nykaa is reportedly in talks to acquire a majority stake in actor Deepika Padukone’s skincare brand 82°E, signaling a potential strategic expansion of its growing “House of Nykaa” portfolio. The move comes at a crucial time for the premium skincare label, which has been grappling with declining financial performance.
Founded in 2022, 82°E positioned itself as a high-end, science-backed skincare brand. However, the company reported a 30% year-on-year revenue decline to ₹14.7 crore in FY25, alongside losses of ₹12.26 crore. Factors such as premium pricing-approximately ₹2,500 for a 50 ml product-along with unclear positioning and rising competition from digital-first brands have impacted its growth trajectory.
Nykaa’s potential acquisition reflects its broader strategy of scaling beauty brands through its strong distribution ecosystem and customer base of over 42 million users. The company has previously demonstrated success with brands like Dot & Key, which saw exponential growth under Nykaa’s portfolio, and Kay Beauty, its partnership with Katrina Kaif, which continues to scale rapidly.
The existing association between Nykaa and Deepika Padukone, who serves as a global brand ambassador, further strengthens the synergy for a potential deal. While financial details remain undisclosed, the acquisition could help 82°E leverage Nykaa’s reach, operational expertise, and marketing capabilities to reposition itself in a competitive market.
As Nykaa competes with players like Reliance Retail’s Tira and Sephora, this move could be a strategic bet to revive and scale a premium skincare brand with strong celebrity backing.
