-APS NOORPURI
-28th August, Mumbai: In a world where conscious choices matter more than ever, Dear Diary by Rashmika Mandanna is taking a step further in making kindness a way of life. The fragrance brand, born from Rashmika’s personal stories and emotional honesty, is partnering with Smile Foundation, one of India’s most respected NGOs working across education, healthcare, livelihood, and women’s empowerment for over two decades now.
Dear Diary has always been more than fragrance; it is a celebration of emotions, memories, and connections that words alone cannot capture. Every scent is a page from Rashmika’s own journey, from the comfort of her mother’s embrace to the nostalgia of her hometown. Known for her rawness and sincerity both on and off screen, Rashmika has built a brand that feels deeply personal and community-driven. This partnership with the Smile Foundation is a natural extension of that vision: to spread kindness, build connections, and create ripples of happiness in everyday life.
Speaking on the partnership, Rashmika Mandanna, Founder of Dear Diary, shared, “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.”
“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,“ shares Puneet Bali, Executive Director of Smile Foundation.
Read more about the Kindness Economy here: https://deardiary.in/pages/kindness-economy
