Is Deepika Padukone’s new brand beauty or self-care?

By Rituparna Som
15 November, 2022

Is Deepika Padukone’s new brand beauty or self-care?

By Rituparna Som
15 November, 2022

“We decided to start with skincare because it is not only a ritual, it is an important ritual. About taking moments for yourself, mindfully. It felt authentic to the brand's journey.”

Audrey Lorde, a radical African-American activist, first articulated self-care as an act of self-preservation. Over time, however, self-care as an act of self-preservation has been stripped of its complex meaning. But, particularly as a reaction to 2020, self-care has become a mega buzzword. A tenet to live by. 

We've been cut adrift with loss and grief tearing through us all. Self-care has become the path to connect back to ourselves. Thankfully, it’s no longer about indulging in bottomless buckets of ice cream circa the 1990s and noughties. Instead, it’s about tougher acts—showing up for challenging sessions of therapy or deciding to quit a toxic relationship, professional or personal. Self-care is about putting yourself first in a way that is good for your mind and body in the long term. It’s preached but rarely practised.

One of the easiest ways to get ownership of yourself has been through a routine. And often, it’s been a beauty routine—indulgent, nourishing, comforting. Enter Deepika Padukone, actor, mental health advocate, and now an entrepreneur with her new brand 82º East (named after the longitude that runs India). Getting straight to the point, branding a moisturiser and a sunscreen as ‘self-care’ and not merely beauty is a smart move. The Indian beauty and personal care market is not just competitive but promises unprecedented growth in the next decade. It’s the 8th largest industry globally valued at 15 billion dollars and is expected to double by 2030. Of course, everyone wants a piece of the pie. 

“WE DECIDED TO START WITH SKINCARE BECAUSE IT IS NOT ONLY A RITUAL BUT AN IMPORTANT RITUAL. ABOUT TAKING MOMENTS FOR YOURSELF, MINDFULLY”
Deepika Padukone

Padukone was among the first public figures to speak loudly about her own experiences with depression. And everyone took her seriously. Millennials and Gen Z have been unapologetic about prioritising their mental health, and to have one of India’s leading stars advocate so plainly meant more headlines and changing corporate policies. The National Mental Health Survey of India reported that 3 per cent of India’s youth had experienced a major depressive episode. More have experienced emotional distress with symptoms of anxiety and depression. And these are just numbers from what is reported and talked about. Think of the millions who are undiagnosed. It might seem pithy to label beauty products as acts of self-care. But it’s not quite so simple.

It’s a conservative release—the website lists two products, Ashwagandha Bounce and Patchouli Glow

The Ashwagandha Bounce is described as a lightweight moisturiser. Ashwagandha is known as a powerful antioxidant, tackling pigmentation and inflammation

Routine has been proven to be very beneficial for major depressive disorders. And a beauty routine is often the easiest way to take care of oneself, whether it’s a shower you’ve somehow managed that day or applying sunscreen to protect yourself. And yes, as Lorde pointed out, these are really acts of self-preservation, a giant ‘fuck you’ to the disordered chemicals in your body and brain. So why shouldn’t an ashwagandha moisturiser and sunscreen qualify as products to enable self-care? 

Padukone explains in our interview with her, “We are a self-care brand, and skincare was the most organic category for us to start with. Because it will be more than that,” she says, without wanting to give away too much. “We decided to start with skincare because it is not only a ritual but an important ritual. About taking moments for yourself, mindfully. It felt authentic to the brand’s journey.” 

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