THIS YEAR, Deepika Padukone’s premium skincare company 82°E ventured into body care and men’s care, and partnered with Reliance-owned omnichannel beauty retailer Tira to sell its products, online as well as in stores. Padukone launched her skincare brand 82°E in 2022 to capitalise on the growth of the Indian beauty and personal care (BPC) market, expected to grow to $30 billion in gross merchandise value by 2027, comprising 5% of the global market, up from $19 billion in 2022, according to Redseer Strategy Consultants. 82°E, which says its products are vegan, clean and cruelty-free, makes skincare products using natural Indian ingredients, including ashwagandha and turmeric, and popular skincare ingredients like ceramides and hyaluronic acid. Its Ashwagandha Bounce moisturiser, for example, has ashwagandha and sodium hyaluronate, a type of hyaluronic acid used in skincare products. The company posted revenue of $1.38 million in FY23. Like other celebrity-owned brands, 82°E can capitalise on the actor’s popularity (about 80 million Instagram followers). — Arnika Thakur