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.”
Dear Diary is a sensory archive of stories
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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.
National Crush
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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.
Irreplaceable
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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.
Controversial
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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.
Published – July 21, 2025 06:52 pm IST