Deepika Padukone poses for a picture as she attends 'Elle Beauty Awards 2018' in Mumbai. File/AFP

A pioneering advocate of mental, physical, and emotional well-being, actor Deepika Padukone launched her self-care brand, 82E (pronounced Eighty-two East) on Thursday. The brand will offer premium, high-performance products that make the practice of self-care a simple, effective, and enjoyable part of everyday life.

The name is inspired by the meridian that runs longitudinally through India and defines the standard time of the country. Eighty-Two East reflects the global Indian icon’s journey and experience as a modern woman who is rooted in India but global in her outlook. The brand will launch with skincare as its inaugural category this month. Eighty-Two East’s skincare products are formulated by in-house experts, and each product combines an Indian ingredient with a scientific compound into a powerful formula.

The products have been thoughtfully designed to make skincare a delightful ritual. The brand takes pride in being India’s first celebrity-owned self-care brand that is backed by global institutional venture capitalists. On the occasion of launching her very own self-care brand, Deepika Padukone, Co-founder, of Eighty-Two East, says “Wherever I am in the world, practicing simple acts of self-care consistently, helps me stay grounded and enables me to feel my most centred. With Eighty-Two East, I hope to inspire us all to connect with our truest, most authentic selves through consistent and humble self-care practices.

The first step in that direction is our range of skincare products that have been rigorously sourced, carefully crafted, and clinically tested so you can build simple, joyful, and effective everyday rituals to care for the health of your skin.” The launch marks Padukone’s foray into full-fledged entrepreneurship, expanding her mission to leave behind a distinguished legacy and to inspire people to live authentic lives beyond her professional endeavours as an actor, producer, and mental health advocate.

Meanwhile, “Pathaan” director Siddharth Anand says the film will present Deepika Padukone at her hottest and coolest best and that she will mesmerise everyone with her sizzling screen presence like never before. Siddharth says, “Deepika Padukone is up there with the biggest of superstars in the history of Hindi cinema. And we knew we had written a role for her in ‘Pathaan’ that is not only breathtaking, but one that also justifies her superstardom. ‘Pathan’ will showcase her in probably her hottest and at the same time, the coolest self.” SRK and deepika are one of the biggest on-screen pairings in the history of Indian cinema given their epic blockbusters like “Om Shanti Om,” “Chennai Express” and “Happy New Year.”

SRK and Deepika recently sizzled in Spain as leaked photos from the sets. The glamourous duo shot a song in Mallorca as SRK was papped flaunting an eight-pack and deepika her perfect bikini bod. They then headed to Cadiz and Jerez in Spain where they wrapped the schedule. He adds, “They have electric chemistry with each other and they look just so hot together. It’s rare to find a pairing like theirs and their jodi is a huge USP for Pathaan.”

Indo-Asian News Service