Rashmika Launches Dear Diary

Rashmika Mandanna has launched her own fragrance brand, Dear Diary, marking her debut as a beauty entrepreneur. The brand is inspired by her personal memories and life experiences, with each perfume representing a distinct chapter in her life. Dear, Diary is an "olfactory diary" that allows users to carry their stories with them and express themselves unapologetically. The brand is being developed and scaled in partnership with The PCA Companies, a global brand acceleration firm.

The initial collection comprises three fragrances: National Crush, Irreplaceable, and Controversial, each drawing from specific turning points in Mandanna's public and personal life. The fragrances feature ingredients such as pink lotus, jasmine, sugarcane, lychee, and passion fruit, blending Indian heritage with contemporary sensibilities. The products are currently available exclusively through the brand's website, with prices ranging from ₹599 for a 10ml bottle to ₹2,599 for a 100ml variant.

Dear Diary joins a growing wave of celebrity-founded direct-to-consumer businesses, with actors increasingly taking on hands-on roles in brand building beyond endorsements. Rashmika Mandanna's venture into the beauty and personal care segment is a significant step, and her passion for fragrance is evident in her statement, "For me, fragrance is memory." The brand's success will depend on its ability to resonate with consumers and create a loyal customer base.

With its unique fragrances and compelling story, Dear Diary has the potential to make a significant impact in the Indian beauty and personal care market. Rashmika Mandanna's dedication to her brand and her passion for fragrance are evident in her words, "It's not just a brand.. not just a perfume.. it's a piece of me." As the brand continues to grow and evolve, it will be interesting to see how it shapes up in the competitive beauty industry.