MAM
The Body Shop launches campaign for The India Edit
Mumbai: The Body Shop, an ethical and sustainable beauty, has launched a striking new campaign to celebrate The India Edit, its first-ever India-inspired collection. Anchored by the tagline “Only in India, for You,” the campaign is a heartfelt tribute to Indian youth, cultural richness, and the beauty of inclusivity.
The campaign’s centrepiece is a visually captivating video that uses a lateral sliding frame structure. This unique storytelling approach takes viewers on a visual journey through the richness of Indian beauty, individuality, and self-expression. The video artfully integrates The India Edit’s four curated collections—Lotus, Hibiscus, Pomegranate, and Black Grape—each inspired by traditional Indian ingredients and crafted in line with The Body Shop’s ethical values.
What’s more, the brand’s commitment to inclusivity shines through the cast, which features models from diverse backgrounds and identities. Together, they embody the multifaceted beauty of India, celebrating the idea that beauty is as unique and varied as the country itself.
Adding to the visual splendour is a custom-designed artistic backdrop by an illustrator. Bursting with vibrant colours and intricate patterns, the backdrop draws inspiration from India’s cultural heritage, bringing each scene to life and amplifying the bold, unapologetically Indian spirit of The India Edit.
The campaign has been rolled out across a range of platforms, from in-store displays to social media and digital channels.
The Body Shop has always been synonymous with ethical beauty, and this collection is no different. With IFRA-certified fragrances and a focus on India’s unique natural treasures, The India Edit exemplifies the brand’s dedication to ethical and thoughtful beauty.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
