Famed actress and face of LouisVuitton and Cartier, deepikapadukone discusses her beauty brand that combines Indian ingredients and science-based products.
“These are my personal examples, and I’m sure there are tons about others out there. Maybe it did not happen in other generations, but have we seen the shift? Yes! As far as 82 East is concerned, I’m very confident about the impact we intend to create not only in India but globally as well.”
The importance of the Indian ingredients is seen in the product names: the moisturizer Ashwagandha Bounce at 2,700 rupees, or $32.87; Patchouli Glow sunscreen drops at 1,800 rupees; Gotu Kola dew toner at 2,400 rupees; Bakuchiol Slip Face Oil at 2,900 rupees, and the Lotus Splash Cleanser at 1,200 rupees. The brand has been launching products with a considered drop strategy, factoring in the seasons — with the most recent one, Turmeric Shield, described as a soothing sunscreen serum.Jigar K.
As one of the top fashion and beauty celebrities in India for years, Padukone is no stranger to the plethora of beauty brand options. Becoming a beauty entrepreneur has been a result of her “journeys and experiences with these,” she said. Her own journey, as a sportsperson and honest expressions of depression, led to the creation of her mental health foundation.As she has appeared on global billboards over the past months for Louis Vuitton, she describes it thoughtfully as “a moment.”
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