Why Kay Beauty Outshines 82°E : A Deep Dive for 2025

All images used in this article are sourced from official brand assets, licensed stock image libraries, or publicly available resources for editorial purposes only. Suramya does not claim ownership of these images.

When it comes to celebrity-driven D2C beauty brands in India, Deepika Padukone’s 82°E and Katrina Kaif’s Kay Beauty are two of the most talked about. But beyond the star power, the real battleground lies in branding and packaging, the critical factors that create lasting impressions and strong consumer connections. At Suramya, one of the best branding studios in India, we know that branding and packaging aren’t just about logos or product functionality. They’re about telling a story, evoking emotions, and creating experiences that stop consumers mid-scroll.

82°E: The Premium Minimalist Play

Launched in 2022, 82°E chose the opposite route from most D2C brands. It positioned itself as a premium skincare brand, focusing on clean formulations, elevated price points, and minimalist packaging. Its identity is sleek, wellness-driven, and global in outlook, aiming at a niche urban audience that appreciates sophistication. Reports suggest it crossed INR 20 crores in revenue in its first year of operations, with one of the highest Average Order Values (AOV) in the category. However, while its elegant design and positioning signal luxury, the branding feels distant. It speaks refinement but doesn’t create a compelling story or invite deep emotional engagement. Working with a top D2C branding agency in India could bridge this gap by crafting identity and packaging that also drives emotional connection.

Kay Beauty: Bold Packaging, Relatable Design, Inclusive Storytelling

Image credits : Pinterest

Katrina Kaif’s Kay Beauty, co-created with Nykaa and launched in 2019, is built on a far more inclusive and accessible vision. Positioned at affordable price points, Kay Beauty quickly built trust by offering performance-driven products suited to Indian skin tones and climate, a strategic, consumer-first design decision. Backed by Nykaa’s distribution muscle, Kay Beauty established itself as a brand for the masses while still carrying the aspirational sheen of its celebrity founder. Today, it is estimated to contribute over INR 100 crores per year to Nykaa’s beauty portfolio.

From a branding and packaging perspective, Kay Beauty stands apart. At one of the top packaging design studios in India, we see how:

• The bold, vibrant packaging is designed to grab attention and reflect energy, making it highly shareable on social media.

• The design language is playful, fun, and full of personality, perfect for the Gen Z & Millennial audience who crave relatability.

• Every campaign, product shot, and unboxing moment is crafted to evoke excitement and emotional connection, going beyond just utility to celebrate individuality.

  
  

This approach has not only created strong consumer traction in India but also propelled Kay Beauty onto the global stage. After entering the UAE in 2024, the brand is now expanding into the UK via Space NK, marking an important milestone that signals Indian D2C beauty brands can compete internationally. It also shows why working with a best branding studio for D2C brands matters for scaling successfully.

What This Means for Branding and Packaging Strategy

82°E feels like a passion-led luxury play, designed for a niche audience that values sophistication. But if the question is who’s scaling faster and building stronger consumer traction, it’s Kay Beauty.

The key difference lies in how the brands use design and packaging:

• Kay Beauty’s packaging grabs attention, invites engagement, and reflects brand personality at every touchpoint.

• 82°E’s packaging communicates elegance but misses that emotional pop the “I must share this” factor.

Image Source: Official Brand Assets of 82°E

Image Source: Official Brand Assets of 82°E and Kay Beauty”

In today’s fast-moving D2C market, where digital shelf space is limited and attention spans are shorter than ever, branding and packaging must do more than look good — they must tell a story, create an experience, and foster lasting connections. That’s why collaborating with a top branding studio in India ensures your brand isn’t just seen, but remembered.

At Suramya, a best D2C branding agency, we specialize in designing bold brand identities and scroll-stopping packaging solutions that go beyond aesthetics — they evoke emotions and build lasting relationships.

Let’s make your brand unforgettable. Connect with us today.

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