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News18
5 days ago
- Entertainment
- News18
Allu Arjun Celebrates ‘Srivalli' Rashmika Mandanna In True Pushpa Style
Allu Arjun opened up what he loved the most about Rashmika Mandanna's fragrance brand, Dear Diary. Rashmika Mandanna recently donned another cap on her head after charming the audience with her remarkable performances on screen. She launched a fragrance brand named Dear Diary, which offers perfumes and curated fragrance sets, in collaboration with The PCA Companies. Now, her Pushpa co-star Allu Arjun extended his heartfelt wishes for his new role. After Rashmika Mandanna embarked on her new journey, she has been garnering immense praise and best wishes from her co-stars, fans, and friends from the industry. The latest person to join the bandwagon is Allu Arjun, with whom the diva shared screen space in Pushpa: The Rise and Pushpa 2: The Rule. In a post on his Instagram stories, the actor showcased a box of perfumes he received from the diva. Allu Arjun Reveals What He Likes The Most About Rashmika Mandanna's Brand In the picture shared by Allu Arjun, we can spot a box filled with a number of fragrances from her brand, Dear Diary. The note alongside the box read, 'Let's write our stories together." Sharing the picture, the Pushpa actor tagged both his co-star as well as the official Instagram page of her perfume label. Alongside this, he wrote a note extending his heartfelt wishes to the Animal actress for her new journey. It can be read as 'Thank you soo much, my dear rush! All the best for your new journey. I'm always wishing the best for you coz you are. PS: Love the names." Take a look at the post here: Rashmika Mandanna's Brand Is Inspired By Personal Stories As per the 29-year-old actress, Dear Diary is designed to allow individuals to express themselves and carry their personal stories through scents. It has drawn inspiration from Mandanna's memories and experiences, and thus features fragrances with names like 'National Crush," 'Irreplaceable," and 'Controversial," each reflecting different aspects of her life. Sharing her narratives about the products, she wrote in one of her posts, 'Some names stick.. and this one?? You all gave it to me with so much love.. I had to bottle that feeling.. This isn't just a perfume.. It's a thank you.. A soft, sweet reminder that love makes everything brighter. National Crush is for youuuu.. because you are mine too.. Here's to every moment you felt seen, loved, and cherished just for being you.. Biggessst hugs. Give yourself a love letter #DearDiarybyRM #NationalCrush." View this post on Instagram A post shared by Rashmika Mandanna (@rashmika_mandanna) Allu Arjun And Rashmika Mandanna's Next Project After the success of Pushpa and Pushpa 2, the two stars are reportedly counting the days to reunite in director Atlee's upcoming project. As per a report by ETimes, the ambitious sci-fi genre project is tentatively titled AA22xA6. First Published: August 12, 2025, 13:15 IST Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
The Hindu
21-07-2025
- Entertainment
- The Hindu
Rashmika Mandanna launches fragrance line, Dear Diary. Does it leave a lasting impression?
By all accounts, Dear Diary, which has been two years in the making, is more than just another celebrity fragrance drop. For actor Rashmika Mandanna, it is a project rooted in memory and self-reflection; an attempt to distil emotion, nostalgia, and identity into scent. Inspired by the journal entries she used to write as a child, and later revisited in her popular Instagram series of the same name, Dear Diary marks her first foray into beauty entrepreneurship. 'This isn't just a business venture,' she says. 'Fragrance is so personal to me. It is the one thing that instantly takes me back to specific moments — my mother's body lotion, the scent of the Coorg air, the perfume I wore during important chapters in my life. These perfumes are my way of giving back. It's a personal hug for everyone who's supported me.' The name Dear Diary itself carries a strong emotional pull. Rashmika began journalling when she was quieter, introverted, and without many people to talk to. 'So I'd sit and write. It was always addressed to 'Dear Diary' because I never felt like I needed to name it anything else. And years later, when I started the series on Instagram, it felt like a natural continuation. I wanted to remind people that the small, quiet things in life matter. That even getting out of bed and going back to sleep counts as something. This fragrance line is that idea in a bottle.' Memories in a bottle Born and raised in Virajpet (also spelled Virajapete), a small township in the district of Kodagu (formerly Coorg), Rashmika grew up surrounded by the dense greenery and earthy air of Karnataka's hill region, details that have seeped into her memory and now, her brand. 'There's a smell to home,' she says. 'Anyone who's grown up in a place like that will tell you. For me, it's the soil, the trees, the monsoon. I carry that with me, even now.' She is clear that the scents are not extensions of her celebrity persona, but of her self. 'I didn't approach this as an actor. I looked at it as me — just Rashmika. Not the characters, not the headlines. This is who I am. That's why the names too — National Crush, Irreplaceable, Controversial — they're all labels I've been given, but I've made peace with them. They're part of me, and now part of this brand.' Developed in partnership with New York-based The PCA Companies, a firm known for scaling global beauty labels, Dear Diary is clearly built on strategy as well as sentiment. Its packaging is minimal and pastel-toned, appealing to a younger demographic, while the 100ml bottles are priced at ₹2,599 — affordable by celebrity fragrance standards, and aimed at making the collection accessible. We wore each of the fragrances through different parts of the day and here is what lingered, and what did not. Test drive Worn on a humid evening after a bout of rain, National Crush opens bright with citrus — mandarin and lemon upfront, followed by soft florals and a subtle hint of starfruit. There is a breezy lightness to it that makes it feel wearable for daily outings. But within a couple of hours, the scent starts to fade. Its base of sandalwood and sheer musk barely settles before it begins to disappear from the skin. It is fresh, yes, but does not offer much by way of longevity or body. You would have to reapply often if you want it to last through dinner or an evening out. Irreplaceable, worn during a midday lunch in mild weather, leans into sweetness, with top notes of peach skin and iced lemon giving way to lychee and passionfruit. At first spritz, it has the feel of a youthful, airy fruit blend — light, approachable, and easy to like. But much like National Crush, it fades fast. Within an hour or so, it is barely there. It feels less like a perfume and more like a refreshing mist, something you might spray post-shower or carry in your bag for a pick-me-up, but not rely on for staying power. Controversial, worn during an afternoon coffee run on a rainy day, seems to fare better. It opens with a crisp blend of bergamot and grapefruit, settling into gardenia and apple blossom. The dry down brings in amber and musk, giving it a touch of warmth and grounding that the other two lack. It holds on the skin longer, making it a more rounded, versatile scent. Still subtle, but it has more character. Of the three, Controversial feels the most complete. Rashmika is aware that building a fragrance line from scratch comes with challenges. 'Your dreams are one thing, but reality is another,' she says. 'There's the scent, the balance between floral and fruity, the colour, the cost — so much goes into it. This is my baby. We've tried our best. And now that it's out there, we're open to hearing what people think. I want it to grow with the feedback we get.' Note: Indian skin in humid regions like Mumbai, Chennai, and Kolkata tends to be oilier due to increased sebum production in warm, humid climates (Skin Research and Technology, 2019). Men produce more sebum than women due to higher testosterone and DHT levels (Dermato-Endocrinology, 2011). Women's skin is slightly more acidic, enhancing floral and fruity fragrance notes while softening musk or leather scents (Dermato-Endocrinology, 2011). Oestrogen may heighten women's olfactory sensitivity, making layered, emotional fragrances (Chemical Senses, 2002) like Dear Diary bloom more on their skin though these scents are unisex.
Time of India
21-07-2025
- Business
- Time of India
Rashmika Mandanna launches Dear Diary
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. Watch the video here:
