Mumbai: Dear Diary by Rashmika Mandanna, the fragrance brand inspired by the actor’s personal stories and emotional honesty, has announced a partnership with Smile Foundation to support children’s education and promote what it calls the “Kindness Economy.”
Positioned as more than just a fragrance label, Dear Diary has been built around emotions, memories, and connections. Each scent is tied to moments from Rashmika’s own journey, from her mother’s embrace to the nostalgia of her hometown. With this collaboration, the brand is extending its philosophy of kindness and connection to communities in need.
Speaking on the partnership, Rashmika Mandanna, Founder of Dear Diary, said, “Dear Diary was built on the values of kindness and authenticity. Fragrance, to me, has always been about connection, and now, through this association with the Smile Foundation, we are extending that connection to communities that need it the most. Kindness is contagious, and I hope this inspires many more to give back in their own ways.”
Smile Foundation, which has been working in education, healthcare, livelihood, and women’s empowerment for over two decades, emphasized the impact of such collaborations. Puneet Bali, Executive Director of Smile Foundation, added, “At Smile Foundation, we believe that change begins with compassion and is sustained through collective effort and meaningful partnerships. Through this collaboration with Dear Diary by Rashmika Mandanna, we are hopeful of translating personal storytelling into tangible impact for children across India.”
