Nykaa in Talks to Acquire Majority Stake in Deepika Padukone’s 82°E
If the transaction is completed, Deepika Padukone is expected to retain a minority stake in the brand.
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Nykaa is in discussions to acquire a majority stake in actress Deepika Padukone’s premium skincare brand 82°E, according to a report by The Economic Times. The potential deal is part of Nykaa’s efforts to strengthen its House of Nykaa portfolio as competition in the beauty and personal care segment intensifies.
The talks are still ongoing, and no final agreement has been announced. If the transaction is completed, Deepika Padukone is expected to retain a minority stake in the brand. Nykaa’s large scale, market position, and customer base of about 42 million are seen as factors that could help expand 82°E’s reach and improve customer retention.
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 INR 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 percent year-on-year decline in revenue to INR 14.7 crore in the financial year 2025. The company also recorded losses of INR 12.26 crore during the same period.
Nykaa and Padukone already have an existing relationship. The actress was appointed as a global brand ambassador for Nykaa in September last year and has been part of campaigns such as the Pink Friday Sale and Nykaaland.
The development comes at a time when the direct-to-consumer sector is seeing increased consolidation. Larger companies are acquiring smaller brands to expand their offerings. Recent deals include USV acquiring a 79 percent stake in Wellbeing Nutrition and Marico buying a 60 percent stake in Cosmix.
Other acquisitions in the space include ITC purchasing Yoga Bar and Honasa acquiring Reginald Men, reflecting a broader trend of consolidation.
Nykaa is in discussions to acquire a majority stake in actress Deepika Padukone’s premium skincare brand 82°E, according to a report by The Economic Times. The potential deal is part of Nykaa’s efforts to strengthen its House of Nykaa portfolio as competition in the beauty and personal care segment intensifies.
The talks are still ongoing, and no final agreement has been announced. If the transaction is completed, Deepika Padukone is expected to retain a minority stake in the brand. Nykaa’s large scale, market position, and customer base of about 42 million are seen as factors that could help expand 82°E’s reach and improve customer retention.
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 INR 2,500 for 50 ml, along with unclear positioning and strong competition from digital-first brands, has affected its performance.
