Calling scent a “piece of her soul,” the actress says her new perfume line is not just a brand, but an emotional connection to her past
Mumbai, 21 July 2025 (TheTrendingPeople): Popular actress Rashmika Mandanna has officially announced the launch of her own fragrance brand, ‘Dear Diary,’ a deeply personal project that she describes as an emotional and sensory journey through her life’s memories.
Sharing the news on social media, Rashmika posted an emotional video, calling the launch “a piece of me” and not just another celebrity endorsement or brand venture. “This one’s really really realllllyyyy close to my heart,” she wrote in her post. “It’s not just a brand.. not just a perfume.. it’s a piece of me. Scent has always been such an important part of my personal life.. and today I share that with you.”
The perfume line, titled Dear Diary, is said to be inspired by the actress’s personal reflections and cherished moments that have defined her journey—both as a person and as a public figure.
“For me, fragrance is memory,” Rashmika explained in her brand statement. “I don’t remember most things, or maybe it's just selective memory, but perfumes bring back special moments that might otherwise be forgotten. It’s how I hold on to the people, places, and experiences that shaped who I am.”
According to her, the goal behind Dear Diary is to offer something more than just a fragrance—it is meant to be a personal keepsake, something emotional and comforting. “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.”
Rashmika also dropped a heartfelt teaser video a day before the official announcement. In the video, she speaks directly to her fans, saying, “Okay, I can't believe I am finally recording this. Like you know by now, I have been working on something very very very close to my heart—it’s not just a project, it’s something I’ve poured my love into for you. For every message, every cheer, every bit of love you have sent my way over the years. This is me sharing a little piece of that with you.”
She continued, “I hope you feel it. I hope you love it. I can’t wait to share it with you. It’s launching tomorrow, and I am very very very very excited about this—and very nervous, and very grateful.”
The caption alongside the teaser read: "Been keeping something special to myself for a while now… and trust me, it’s not easy when all I want to do is share it with you… Just a little longer…"
The launch of Dear Diary marks Rashmika’s entry into the personal care and fragrance industry, an increasingly popular avenue among Indian celebrities who are now venturing beyond acting to build lifestyle brands that reflect their identity.
Known for her roles in films like Pushpa: The Rise and Goodbye, Rashmika enjoys a massive fan following across the country. With Dear Diary, she appears to be leveraging that emotional connection with her audience to introduce a product that feels intimate, relatable, and aspirational at the same time.
She concluded her launch message with humility and warmth, saying: “I am so grateful I get to do this. I am so excited but also soooo nervous.. but I hope I have all your blessings to go ahead with this.”
The Trending People’s Final Thoughts:
Rashmika Mandanna’s foray into the fragrance industry with Dear Diary isn’t just a celebrity business move—it’s a heartfelt expression of identity, nostalgia, and emotional storytelling. In an era where authenticity matters more than ever, Rashmika’s personal connection to the scent-based memories she’s bottling may help Dear Diary stand apart in a competitive market. Whether fans view it as a luxury purchase or a keepsake from their favorite star, the brand is likely to resonate with a generation seeking meaning behind every product they choose.