Is Deepika Padukone’s New Skincare Line The Answer To Everyone’s Self-Care Needs?
Deepika Padukone has joined the list of celebrities who have their own skincare brand with a modest launch of 82°E. Co-founded with Jigar Shah last week, the brand has launched two offerings – Ashwagandha Bounce, a revitalizing moisturizer, and Patchouli Glow, a sunscreen drop. What’s amusing everyone is the sheer simplicity of the launch, without any sneak peeks or countdowns of a celebrity brand launch. The actress only did a live session on Instagram to talk about her skincare line.
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Skincare is now largely associated with self-care and that’s also the premise for Padukone’s brand. She puts it as a brand that is “born in India, for the world”, and is slightly at a higher price range. The label’s name also has a unique thought, said to be “inspired by the standard meridian that runs longitudinally through India and shapes our relationship with the rest of the world.” The brand also beautifully associates self-care with the feeling of home in its first ad commercial.
With growing consciousness around ingredients in one’s skincare products, the brand does not miss out on those details. As per the official post, Ashwagandha Bounce has sodium hyaluronate and ashwagandha. The Patchouli Glow is enriched with patchouli and ceramides. Needless to say, they align with the skincare essentials by being rigorously sourced, carefully crafted, and clinically tested.
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Skincare is slowly becoming synonymous with self-care and also being broken down to keep it simple rather than a rigorous routine. Deepika Padukone notes the same as she mentions keeping her skincare routine simple yet effective. “I’ve been able to bring to life my vision of simplifying skincare and share a part of my very own ritual to achieve healthy, glowing skin,” she said during the launch.
The product range by 82°E is priced close to INR 2000-3000 (USD 25-35), keeping it exclusive and matching global consumer needs. Only time will tell if it is justified.
