Actor Rashmika Mandanna has launched her own fragrance brand, Dear Diary. The brand takes its name from her popular digital series and is described as a personal olfactory journey rooted in memory, identity, and emotion.
Dear Diary has launched with three variants National Crush, Irreplaceable, and Controversial each linked to a specific phase in Rashmika’s personal and professional life. The scents are crafted using Indian ingredients like pink lotus, sugarcane, lychee, jasmine, and passionfruit, blending nostalgia with a global design sensibility.
The brand is being brought to market in partnership with The PCA Companies, a global brand acceleration and distribution firm. PCA has been involved across the product journey — from sourcing and formulation to digital marketing and retail. The fragrances are now exclusively available on www.deardiary.in, priced at ₹2599 for 100ml, ₹599 for 10ml, and ₹1599 for a set called The Lollipop Set.
Rashmika Mandanna has been closely involved in the development of the brand from fragrance formulation to creative direction. She described Dear Diary as a way to turn private memories into shared experiences.
“For me, fragrance is memory. I don’t remember most things, or maybe it’s just selective memory, but perfumes bring back special moments that might otherwise be forgotten,” Rashmika Rashmika Mandanna said. “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.”
“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, CMO, The PCA Companies.
