MUMBAI, November 27, 2025 — The booming Indian beauty and personal care (BPC) market is witnessing a stark contrast in the financial performances of two of Bollywood’s biggest stars, Deepika Padukone and Katrina Kaif, whose consumer brands are on divergent paths as per their latest financial filings.

Deepika Padukone’s mid-premium skincare brand, 82°E, has reported a net loss of ₹12.3 crore for the financial year 2025 (FY25), according to filings with the Ministry of Corporate Affairs (MCA). Kay beauty ,cementing its position as a powerhouse in the celebrity-led beauty space.

82°E: Cost-Cutting Amid Revenue Dip

Launched in late 2022, 82°E—operating under DPKA Universal Consumer Ventures Pvt. Ltd.—saw its revenue decline by over 30%, dropping from ₹21.2 crore in FY24 to ₹14.7 crore in FY25.

While the brand’s net loss of ₹12.3 crore is an improvement from the ₹23.4 crore loss posted in the previous fiscal year, the reduction primarily stems from aggressive cost-cutting measures. The brand significantly curtailed its total expenditure, bringing it down from ₹47.1 crore in FY24 to ₹25.9 crore in FY25. Crucially, marketing expenditure was slashed by nearly 78%, from approximately ₹20 crore to just ₹4.4 crore this fiscal.

Industry analysts attribute 82°E's struggle to its premium pricing strategy, with products typically priced between ₹2,500 and ₹4,000. This positioning places the brand in a highly competitive bracket, fighting for market share against fast-growing, affordable direct-to-consumer (D2C) brands and established global luxury players.

Kay Beauty: Leveraging Accessibility and Partnership

In a clear demonstration of successful differentiation, Katrina Kaif’s Kay Beauty continues its upward trajectory. The brand, launched in 2019 in partnership with Nykaa, has remained profitable since its inception and is focused on the colour cosmetics segment—a high-frequency purchase category.

Kay Beauty’s success is attributed to its balanced strategy: leveraging Kaif’s extensive star power while maintaining accessible pricing and benefiting from Nykaa's robust omnichannel distribution network, spanning both online and over 700 physical stores nationwide. This strategy has allowed Kay Beauty to scale quickly, with its revenue reported at ₹88.23 crore in FY24, and profits surging to ₹11.3 crore in the same year. Estimates now project the brand to comfortably exceed the ₹100 crore revenue milestone for the full FY25 period.

The contrasting financial reports highlight the high-stakes nature of the celebrity-led D2C sector, where a strong brand identity, strategic pricing, and effective distribution prove to be more critical than star power alone in achieving sustained profitability.