Bollywood actress Deepika Padukone has joined the likes of Hailey Beiber, Brad Pitt and Kim Kardashian and launched her own skin care range, 82ºE.
Taking to social media to announce its arrival, the actress wrote: "Two years ago we set out to create a modern self-care brand that is born in India, for the world. Pronounced eighty-two east, our brand is inspired by the standard meridian that runs longitudinally through India and shapes our relationship with the rest of the world."
A fierce advocate of promoting mental health, this new venture is touted as an extension of the self-care.
"At @82e.official, we are on a mission to make the practice of self-care a simple, joyful and effective part of your everyday," she wrote.
Aimed at helping customers build "simple, joyful and effective everyday rituals", the first set of products are a cleanser, toner, moisturiser and eye cream, as well as a sunscreen, with more categories to come later.
The range is clinically tested, vegan and cruelty-free, and the website features a countdown to when the products will be available to buy online.
As part of announcement, Padukone has changed her social media profile picture to the company and changed her bio to "co-founder 82°E".
This is not the first business venture Padukone has embarked on. In 2015, the actress started the Live Love Laugh Foundation, to promote self-care through conscious living and being in tune with one's body and mental state.
The actress has been in the news extensively this year, most recently in October 2022 when she was named an ambassador for the French jewellery house Cartier, while in May she became the first Indian ambassador for the French luxury house, Louis Vuitton.
See Deepika Padukone's style evolution — in pictures
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Deepika Padukone, in a simple black mini dress, in New Delhi on December 24, 2007. EPA -
Deepika Padukone, wearing lashings of tulle, arrives at the premiere of 'Chandni Chowk To China' in London on January 12, 2009. Getty Images -
Ranbir Kapoor and Deepika Padukone, in flowing blue, attend the International Indian Film Academy Awards in Bangkok on June 8, 2008. EPA -
Deepika Padukone, wearing tailored separates, in Mumbai on February 10, 2009. EPA -
Deepika Padukone, in a strapless black gown, at the Femina Miss India Contest on April 5, 2009 in Mumbai. Getty Images -
Deepika Padukone wearing a vibrant printed shirt dress in Mumbai on April 29, 2010. Getty Images -
Deepika Padukone, in gilded Rohit Bal, arrives for the screening of 'Tournee' at Cannes Film Festival on May 13, 2010. EPA -
Deepika Padukone, in an icy blue metallic gown, at the Zee Cine Awards in Singapore on January 14, 2011. EPA -
Shah Rukh Khan and Deepika Padukone, in a contrasting jumpsuit, attend the release of their upcoming movie 'Chennai Express' in Mumbai on July 3, 2013. EPA -
Deepika Padukone, in a mustard Gauri and Nainika gown, arrives for the opening ceremony of the Marrakech International Film Festival on November 29, 2013. EPA -
Deepika Padukone, in a bright blue mini dress, in London on October 5, 2014. Getty Images -
Deepika Padukone, in a sequinned sari, arrives for the Indian International Film Academy Awards in Kuala Lumpur on June 7, 2015. EPA -
Deepika Padukone, wearing a LBD, attends the IIFA Rocks Awards on June 24, 2016 in Madrid. Getty Images -
Deepika Padukone, in a lace cape, skirt and crop top by Sabyasachi, arrives at the International Indian Film Academy Awards in Madrid on June 26, 2016. EPA -
Deepika Padukone, in a Monisha Jaising two-piece, arrives at the MTV Europe Music Awards in Rotterdam on November 6, 2016. EPA -
Deepika Padukone, in Stella McCartney, attends the European premiere of 'xXx: Return of Xander Cage' in London on January 10, 2017. Getty Images -
Vin Diesel and Deepika Padukone, in beaded Sabyasachi, during a promotional event for 'xXx: The Return of Xander Cage' in Mumbai on January 12, 2017. EPA -
Deepika Padukone, in a minimalist white gown, attends a red carpet for 'xXx: Return of Xander Cage' in Beijing on February 9, 2017. Getty Images -
Deepika Padukone, wearing sheer Marchesa, at the screening of 'Ismael's Ghosts' at Cannes Film Festival on May 17, 2017. Getty Images -
Deepika Padukone, in a one-shouldered Brandon Maxwell dress, arrives for the screening of 'Nelyubov' at Cannes Film Festival on May 18, 2017. EPA -
Deepika Padukone, wearing embellished Anamika Khanna, arrives for the Time 100 Gala in New York on April 24, 2018. EPA -
Deepika Padukone, in scarlet Prabal Gurung, arrives at the Met Gala in New York on May 7, 2018. EPA -
Deepika Padukone, in sheer Zuhair Murad, arrives for the screening of 'Sorry Angel' at Cannes Film Festival on May 10, 2018. EPA -
Deepika Padukone, wearing a voluminous Ashi Studio gown, arrives for the screening of 'Ash Is Purest White' at annual Cannes Film Festival on May 11, 2018. EPA -
Ranveer Singh and Deepika Padukone at their wedding reception in Mumbai on November 28, 2018. EPA -
Deepika Padukone, wearing a gold sari by Angadi Galleria, at her wedding reception with Ranveer Singh in Bangalore on November 21, 2018. EPA -
Deepika Padukone, wearing reams of green tulle by Giambattista Valli, arrives for the screening of 'Dolor y Gloria' at Cannes Film Festival on May 17, 2019. EPA -
Deepika Padukone, wearing a dramatic Dundas gown, arrives for the screening of 'Rocketman' at Cannes Film Festival on May 16, 2019. EPA -
Deepika Padukone, wearing a Dior maxi dress and coat, attends the Christian Dior spring / summer 2020 show at Paris Fashion Week on September 24, 2019. Getty Images -
Deepika Padukone wows in a Gauri and Nainika black gown with plunging neckline at the premiere of the movie '83' in Mumbai on December 22, 2021. AFP -
Deepika Padukone rocks a full denim outfit during the promotion of 'Gehraiyaan' in Mumbai on February 8, 2022. AFP -
Deepika Padukone stood out on the Red Sea Film Festival red carpet in Jeddah, Saudi Arabia, wearing a gown by Dubai-based Filipino designer Michael Cinco and earrings by Chopard on December 15, 2021. Red Sea Film Festival / AFP -
Deepika Padukone shimmers in a saree on the red carpet of the TIME 100 Gala and Impact Awards in Dubai on March 28, 2022. Victor Besa / The National
