Nykaa Eyes Majority Acquisition of Deepika Padukone’s 82°E Skincare Line
Nykaa is in talks to acquire a controlling interest in Deepika Padukone's skincare brand, 82°E, as part of a strategy to strengthen its position in the Indian beauty market.
Beauty retail giant Nykaa is currently in active negotiations to secure a majority stake in 82°E, the skincare brand founded by Bollywood actress Deepika Padukone. The potential acquisition aligns with Nykaa’s broader strategy to expand its market share and bolster its product portfolio within the increasingly crowded Indian beauty sector.
Industry observers note that 82°E has encountered significant hurdles since its inception, struggling with both aggressive market competition and difficulties regarding its pricing strategy. By bringing the celebrity-backed brand under its corporate umbrella, Nykaa aims to leverage its established distribution infrastructure to stabilize and scale the label’s operations.
This move follows a pattern of strategic acquisitions by Nykaa as it seeks to maintain its dominant position in India’s rapidly expanding beauty and personal care market. As the sector continues to see double-digit growth, major retailers are increasingly looking toward high-profile partnerships and brand buyouts to capture consumer interest and fend off rising competition from both domestic startups and international players.