Nykaa Eyes Control of Deepika Padukone’s 82°E: Can This Deal Turn Around the Premium Skincare Brand?
India’s leading beauty retailer Nykaa is reportedly in talks to acquire a majority stake in 82°E, the skincare brand founded by Deepika Padukone. The move, still under discussion, could mark a key shift for both companies, offering Nykaa deeper control in premium skincare while potentially reviving 82°E’s growth journey.
According to a report by The Economic Times, the deal structure and valuation are yet to be finalised, and there has been no official confirmation so far.
Nykaa’s Premium Push: Why 82°E Fits Its Growth Strategy
Falguni Nayar-led Nykaa has been steadily moving beyond its role as a marketplace into owning and scaling beauty brands. This potential acquisition fits directly into its long-term strategy of building a strong portfolio in high-margin, premium segments.
The premium skincare category in India has been expanding, driven by rising awareness, ingredient-focused buying, and demand for science-backed products. 82°E, with its clean beauty positioning and Indian-rooted formulations, already aligns with this trend.
However, while the brand has strong recall due to Deepika Padukone’s association, it has lacked the scale needed to compete with global and well-funded domestic players.
This is where Nykaa’s strengths come in, its wide distribution network, strong online traffic, and growing offline retail footprint could help 82°E reach more consumers faster.
What Went Wrong for 82°E After a High-Profile Launch
When 82°E launched in 2022, it entered the market with significant attention and expectations. But converting early buzz into sustained growth has proven difficult.
The brand operates in the premium segment, where repeat purchases, clear differentiation, and trust in product performance are critical. Reports suggest that while the branding and storytelling were strong, scaling the business remained a challenge.
Competition has also intensified. Indian consumers today have access to a wide range of skincare brands, from global giants to new-age D2C startups, making retention harder.
In this context, Nykaa’s involvement could address key gaps such as distribution reach, pricing strategy, and consumer targeting.
What This Deal Could Mean for Nykaa and the Industry
If the deal goes through, Nykaa would gain greater control over a celebrity-backed brand with strong top-of-mind recall. It would also strengthen its position in the premium skincare category, where margins are higher, and brand loyalty is stronger.
For 82°E, the partnership could bring operational stability and faster expansion. Instead of building everything independently, the brand could leverage Nykaa’s ecosystem, from logistics to marketing, to scale more efficiently.
The development also reflects a broader trend in India’s beauty market: consolidation. Larger platforms are increasingly investing in or acquiring emerging brands to stay competitive and expand their offerings.
Celebrity-led brands, while powerful in terms of visibility, often need strong backend support to succeed in the long run, and this deal could be a step in that direction.
Current Status: Deal Still Under Discussion
At present, the talks between Nykaa and 82°E are ongoing. A Report notes that key aspects such as stake size, valuation, and execution timeline are still being worked out.
There has been no official statement from either side confirming the transaction.
If finalised, this could become one of the more notable moves in India’s beauty and D2C space, bringing together a strong retail platform and a high-visibility skincare brand at a crucial stage of growth.
Anik Banerjee