Actor Rashmika Mandanna has launched her fragrance brand, Dear Diary, inspired by her life experiences and deeply personal reflections.
The brand introduces a line of perfumes intended to reflect different facets of identity and emotion through scent.
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.
The debut collection includes fragrances named National Crush, Irreplaceable, and Controversial, each linked to specific events or themes from Mandanna’s personal journey.
Dear Diary 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.
Rashmika Mandanna, Founder, Dear Diary, said, “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. It’s how I hold on to the people, places, and experiences that shaped who I am. 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.”
Crystal Wood, CMO, The PCA Companies, said, “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.”
