Brand Battles: Deepika’s 82°E Faces Losses While Katrina’s Kay Beauty Races Toward ₹100 Crore

The beauty industry is witnessing one of its most talked-about face-offs as two of Bollywood’s biggest stars take center stage in India’s booming skincare and cosmetics market. Deepika Padukone’s beauty brand 82°E has reported a ₹12.3 crore loss for FY 2025, even as it continues to expand aggressively across products and geographies. On the other hand, Katrina Kaif’s Kay Beauty is heading toward a major milestone, projected to cross ₹100 crore in revenue this year.

Two Strategies, Two Outcomes in India’s Crowded Beauty Market

The contrasting numbers have ignited a fresh wave of online debate. Fans and industry watchers are calling it a “brand battle,” comparing the growth strategies, positioning, and business models of both celebrity-backed companies.

82°E, launched with a strong focus on premium skincare, has invested heavily in R&D, ingredients, manufacturing partnerships, and international-standard formulations a strategy that often leads to early-stage losses but builds long-term brand equity. Deepika’s brand has also been expanding its product lines quickly, aiming to become a full-spectrum wellness label rather than a simple beauty line.

Meanwhile, Kay Beauty has adopted a very different playbook. Positioned at an accessible price point and supported by Bollywood’s strongest mass-market connect, the brand has focused on color cosmetics, a segment that sells faster and scales quicker in India. With wide retail availability, strong influencer partnerships, and consistent marketing campaigns, Kay Beauty has quietly built a revenue engine that is now nearing the ₹100 crore mark a major achievement for a celebrity-founded label.

Why This Matters: Bollywood Stars Are Defining India’s New Beauty Economy

The beauty market in India is exploding, fueled by Gen Z consumers, influencer culture, and a growing appetite for homegrown brands. Deepika and Katrina two of the nation’s biggest stars have become important case studies in how celebrity beauty labels perform under real business pressures.

Deepika’s premium, research-backed brand model is playing the long game, prioritizing science and product integrity. Katrina’s brand is chasing market penetration, speed, and scale, supported by strong retail presence and consumer loyalty.

What makes this moment noteworthy is how clearly the numbers showcase a changing industry. This isn’t just about celebrity faces anymore it’s about brand strategy, execution, pricing, and how well companies understand India’s massive beauty consumer base.

The Debate Only Grows From Here

Social media has already turned the comparison into a trending topic. Some argue that 82°E’s losses are normal for a young premium brand investing in growth. Others believe Kay Beauty’s quick rise proves that affordability and accessibility matter more in India’s beauty economy.

But one thing is certain: with two of Bollywood’s biggest names driving rival brands, the beauty industry has never been more exciting, competitive, or closely watched. As the market expands and both brands evolve, all eyes will stay on 82°E and Kay Beauty — two very different journeys shaping India’s next era of beauty entrepreneurship.