Deepika Padukone broke the internet last year with an announcement that was even bigger than her wedding—the launch of her very own self-care brand, skincare being its first focus. Taking an east-meets-west, holistic approach to beauty and self-care, the superstar teased fans, followers, skincare and wellness enthusiasts across the globe with the bare minimum. And that was it! After an exciting pilot teaser we were left with a cliffhanger that raised so many questions, one in particular—what is the name of Deepika Padukone’s latest venture? Giving you a glimpse into the actor and now entrepreneur’s newest chapter, we got DP to finally reveal the secret she’s been keeping for the last year.
What’s in a name…
…apparently a lot, since that’s one of the main questions on everyone’s mind—and now let’s put it to rest. Everyone, meet ‘82°E’. “Pronounced eighty-two east, (it) is inspired by the meridian that passes through India and defines the standard time of the country,” explains Padukone. “The brand is rooted in India, yet global in its appeal. This ethos extends to every aspect of 82°E—from the name, to the design of each of our products, and the rituals.”
Self-care, to Deepika Padukone, means nourishing her mind, body and spirit, and has never revolved around quick fixes. She says, “It’s about simplicity, consistency and patience. Over the years, wherever I am in the world, my self-care rituals have helped me stay grounded and have enabled me to feel centered.”
The brand and its philosophy
According to the actor, the modern self-care brand offers high-quality, high-performance products that show results through simple, joyful and effective rituals. She adds, “We believe in the power of small, consistent steps to achieve lasting results. Our endeavour is to encourage individuals to embrace self-care rituals that nourish the mind, body and spirit.” Calling it an extension of her core set of values and beliefs, Deepika Padukone hopes that 82°E inspires everyone to connect to their most-authentic selves through simple acts of self-care.
What to expect
Rigorously sourced, carefully crafted and clinically tested, 82°E combines age-old traditional Indian ingredients with powerful scientific compounds, leaving you with healthier skin. The brand’s skincare debut includes cleanser, toner, moisturiser, eye cream and sunscreen, and will be available to shop online starting mid-November, this year.
This story was originally published on Vogue India.