Nykaa is in advanced discussions to acquire a majority stake in actor Deepika Padukone’s skincare label 82°E, according to a report published by The Economic Times titled “Nykaa in talks to buy majority stake in Deepika Padukone’s skincare brand 82°E.” The potential transaction underscores the growing consolidation within India’s fast-expanding beauty and personal care market, where established platforms are increasingly seeking to pair celebrity-led brands with scaled distribution networks.
While financial details of the proposed deal have not been publicly disclosed, the report indicates that Nykaa, operated by FSN E-Commerce Ventures, is exploring the acquisition as part of its strategy to deepen its portfolio of premium and content-driven beauty offerings. The move would also align with Nykaa’s broader ambitions to strengthen its position in the prestige skincare segment, which has seen heightened competition from both domestic startups and global entrants.
82°E, launched by Padukone in 2022, has positioned itself as a science-backed skincare brand rooted in Indian ingredients and minimalist routines. The brand has focused on digital-first engagement and selective product expansion, building visibility through the actor’s global profile and wellness-focused messaging. However, scaling operations, expanding offline presence, and intensifying marketing efforts require significant capital and infrastructure—areas where a partner like Nykaa could provide immediate leverage.
For Nykaa, the acquisition would offer access to a high-visibility brand with strong aspirational appeal among younger urban consumers. The company has been steadily diversifying its portfolio through private labels, exclusive partnerships, and strategic investments, aiming to retain customer loyalty amid rising competition from conglomerates and direct-to-consumer players.
Industry observers view such deals as part of a broader shift in India’s beauty sector, where celebrity-founded brands increasingly seek partnerships with established retail and distribution platforms to accelerate growth. At the same time, larger companies are looking to capitalize on the cultural influence and brand recall that celebrity entrepreneurs bring.
The outcome of the negotiations remains uncertain, and there has been no official confirmation from either Nykaa or representatives of 82°E. If concluded, the deal could signal a new phase of consolidation in the premium skincare segment, where brand storytelling, scale, and omnichannel reach are becoming decisive factors in long-term success.
