Back in 2021, When our co-founders Deepika Padukone and Jigar K. Shah were conceptualising what the brand would look like, their idea was simple: to create products, rituals, and a community that would help to make self-care a simple, joyful, and effective part of everyday life. This mission became the foundation of everything the brand has done and stands for today.
One of the defining features that emerged from this mission is the idea of duality. Modern innovation meets traditional knowledge, Indian ingredients merge with scientific compounds, and structured routines transform into nourishing self-care rituals—duality is present in every aspect of our brand.
But that’s just the beginning. On our first anniversary, we’re reflecting on our journey through a closer look at the many elements and principles that define 82°E.
Our Brand Name
Our co-founder Deepika Padukone strongly believed that the brand name needed to reflect its Indian roots along with a global ethos. That’s why, despite looking at hundreds of name options, she heard “82°E” and was immediately drawn to it.
The name 82°E is inspired by 82.30°E, the standard meridian that runs longitudinally through India and defines the standard time for the country. Not only does it represent all of India, but it also shapes our relationship with the world. As a brand, 82°E is proudly born in India, for the world—our name reflects that.
Have you ever tried deciphering the swerving symbol on the top of our packaging, embossed in gold? It has more meaning than you’d expect. That abstract icon is the 82°E seal—a unique form that represents the brand's cultural roots.
The 82°E seal is inspired by figures 8 and 2 as written in Devanagari, the script that forms the basis of many Indian languages and is thus rooted in India’s typographic heritage.
Our Ingredient Story
In each of our products, our ingredients are front and center. The combination of two hero ingredients—one that is derived from traditional Indian practices, like Ashwagandha, Turmeric, and Manjishtha, and the other from the latest skincare innovation, including Ceramides, Bioflavonoids, and Squalane—represents the duality at the heart of our brand. Our R&D team, led by Dr Rachna Rastogi and Anjali Gholap, designed these unique formulations to create the most effective yet nourishing Cleanse, Hydrate, and Protect products.
Our ingredients are of utmost importance to us: which is the hero Indian ingredient features in the name of each product and is reflected in the colour of the packaging.
Our Self-care Philosophy
“With 82°E, I hope to inspire us all to connect with our truest, most authentic selves through consistent and humble self-care practices,” says our co-founder Deepika Padukone. “When I think of self-care, I think of acts that help me feel centered and recharged.”
This idea informs our philosophy: we believe that practicing any ritual consistently and mindfully can become an act of self-care. Whether it is your skincare routine, exercising, meditating, or listening to music, self-care can be a part of your everyday. And just like our skincare formulations, our self-care philosophy is rooted in a combination of traditional beliefs and the latest thinking about holistic care for the mind, body, and spirit.
It has been extremely fulfilling to build 82°E and we’re grateful to you, our community, for joining us on this journey. We’re just getting started!