Rashmika Mandanna launches Dear Diary

Time of India

21-07-2025

Pan-India actor
Rashmika Mandanna
has announced the launch of her fragrance brand, Dear Diary, a heartfelt olfactory journey where every scent tells a personal story.
Rooted in memory and emotion, Dear Diary is more than a collection of perfumes – it is an intimate expression of identity, inspired by Rashmika's own life experiences and deeply personal reflections, the press note shared with ETBrandEquity stated.
Born from her widely loved digital series of the same name, Dear Diary is Mandanna's way of transforming private moments into shared ones, through the evocative language of fragrance.
For Mandanna, scents have always been a powerful reminder of what truly matters: the comforting smell of her mother's body lotion, the earthy air of the coffee estates in Coorg, the perfume she wore during life's biggest turning points. Dear Diary captures these quiet, emotional markers, bottled into fragrances that connect, comfort, and wordlessly express, it added.
'With Dear Diary, I wanted to give everyone a way to carry their stories with them—to connect, to feel comforted, to feel a warm hug, and to express who they are, unapologetically," says Mandanna, founder, Dear Diary.
Dear Diary's core values have been activated through a strategic partnership with The
PCA Companies
, a global distribution and brand acceleration firm known for transforming beauty brands into international success stories.
Their comprehensive end-to-end solutions, spanning from product development to global distribution and digital marketing, have been instrumental in bringing Dear Diary's vision to life.
PCA's expertise in the fragrance industry and their understanding of both local and international markets made them the perfect partner.
'When we first connected with Rashmika about Dear Diary, we immediately recognized the authenticity of her vision. Her love for fragrance, her love for India, the gratitude for her community, her unapologetic confidence, and her kindness before all life principles.
The brand scents and story essentially wrote themselves,' added Crystal Wood, chief managing officer, The PCA Companies.
Through meticulous ingredient sourcing, multiple rounds of testing, and iterative product trials, Crafted with sincerity and intention, Dear Diary celebrates Indian ingredients such as pink lotus, jasmine, sugarcane, lychee, and passionfruit, grounding the brand in heritage while offering a modern, global sensibility. Each scent in the debut collection is inspired by a real chapter of Mandanna's journey:
● National Crush is a tribute to the affectionate title given to Rashmika by fans after her first few films. This joyful, celebratory fragrance reflects her gratitude and deep connection with her community.
● Irreplaceable draws from the moment she decided on her first tattoo, a reminder that no one can take your place, and that true power lies in being your authentic self.
● Controversial speaks to resilience, staying grounded and kind in the face of scrutiny, and refusing to be defined by others.
At the heart of Dear Diary is Mandanna's guiding principle: kindness before all. It threads through every decision, every note, every bottle, a gentle reminder to lead with empathy, whether you're navigating heartbreak, celebrating a win, or still figuring it all out.
A hands-on founder, Mandanna has been deeply involved in every step, from fragrance formulation to creative direction, ensuring Dear Diary stays rooted in truth and emotion. Her unique ability to connect with fans on a personal level has helped shape a brand that is honest, empowering, and refreshingly real.
In a market crowded with trends and aesthetics, Dear Diary offers something quietly powerful: a return to meaning.
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