Kay Beauty By Katrina Kaif

SUMMARY

Kay Beauty is an Indian makeup brand launched in 2019 by Katrina Kaif – an award-winning actor, style icon, and entrepreneur with a mission to empower through beauty. In partnership with Nykaa, Kay Beauty celebrates individuality over perfection. Celebrating heritage while rewriting the rules, the beauty brand offers modern formulations inspired by India’s rich beauty traditions, delivering high-performance makeup that complements diverse complexions. Each product is enriched with skin-loving ingredients that have been hand-picked by Katrina Kaif and built on the principle #MakeupThatKares. Kay Beauty products are cruelty free and fit into the premium category through its packaging and finest quality formulations.

HISTORY

Kay Beauty was born out of Katrina Kaif’s passion for makeup. During her years in films and modelling, she grew increasingly aware of the limitations of existing beauty products for Indian skin tones and in 2019, she partnered with Nykaa to formally launch the brand.

The name Kay derives from Katrina’s own initials, making the brand a personal creative endeavour rather than a faceless label. The brand launched with the campaign — #ItsKayToBeYou — that aligns with the cause of encouraging women to be themselves without paying heed to societal judgement. “… either way it’s okay to be you”, reads the ad copy.

The initial launch collection focused on lip, eye and brow products — aiming to deliver three beauty trends: Perfecting the 3D Lip, The Art of Sultry Eyes, and Natural Ombré Brows. The brand marketed these products under the idea of make‑up that cares using skin‑loving kare ingredients to allow consumers to enjoy glamour without guilt.

Kay Beauty

Kay Beauty expanded rapidly across India. Within a short period, it became available in hundreds of cities, in retail stores as well as online. By 2025, the brand had grown significantly — reaching a gross merchandise value of around INR 240 crore and serving over 2.5 million customers. Recently, Kay Beauty crossed a major milestone: it became the first Indian‑founded beauty brand to be launched in the UK via British luxury retailer Space NK and is being introduced through Space NK’s UK website and in select stores. Space NK has set up a dedicated brand page for KayBeauty and shoppers can also check the store locator to find nearby outlets carrying the line.

This marks a significant step in the brand’s global expansion efforts and it’s also the first time the British luxury beauty retailer is carrying an Indian-founded brand. “This has been a long time in the making and is something we’ve poured so much passion into. Kay Beauty started as a dream to nurture a community where individuality, beauty, and all its diversity are celebrated. For us, makeup is a way to experiment, express, and have fun with colours. It’s been an incredible journey so far, and we cannot wait for you to try Kay Beauty and make it a part of your everyday routine,” Katrina Kaif shared on Instagram. Kaif has also launched the #Kare initiatives, a charitable program under her cosmetics’ brand Kay Beauty in support of employment of rural women.

Per VoiceofFashion: “The brand entered the Middle Eastern market last year, making its Dubai and Gulf Cooperation Council (GCC) debut in conjunction with Nysaa, the global retail leg of Nykaa. Profits for the first quarter of 2025 are estimated to be around ₹23 crore. Ask Kaif about the secret sauce to this success, and she says it lies in performance-driven products and smart campaigns that feature the actor alongside a diverse set of models and creators.”

VISION

Katrina Kaif’s vision for Kay Beauty centres on inclusivity and representation. She intended to build a beauty brand that truly works for Indian and South Asian skin tones — a need she found unmet when using mainstream international brands. The actress envisions Kay Beauty as more than a cosmetic line; it’s a community where individuals feel seen, represented and comfortable in their own skin. The brand’s messaging — including the hashtag #ItsKayToBeYou — reinforces that beauty is about self‑expression rather than fitting narrow norms. Beyond shade inclusivity, she emphasises makeup that cares for skin. The products are created with “kare” — gentle, skin‑friendly ingredients — so that users don’t have to compromise skin health for glamour.

MISSION STATEMENT

Kay Beauty’s mission is to democractise beauty. It aims to deliver high‑performance cosmetics at accessible price points so makeup and self-expression aren’t limited to a privileged few. It seeks to bridge the gap between traditional Western beauty standards and the needs of South Asian consumers — offering products formulated for olive and brown skin, but also relevant for other skin tones. Finally, Kay Beauty emphasizes ethical standards: cruelty-free formulations, skin-safe ingredients and a philosophy that beauty should empower, not conform.

KEY TEAM

• Katrina Kaif — Co‑founder & Face of Kay Beauty

• Falguni Nayar / Team at Nykaa — Partner / Stake‑holder (Nykaa holds majority stake)

PRODUCTS AND SERVICES

Kay Beauty offers cosmetics for the lip, eye and face. Products include foundations, concealers, setting powders, lipsticks, kajal, eyeliners, eyeshadow palettes, blush, highlighters, and setting sprays. Its foundations and complexion products stand out — many are designed to flatter South Asian skin undertones. The Hydrating Foundation is one of the brand’s best‑selling items. Eye and lip categories are also strong: popular items include the 24‑hour kajal eyeliner duo, various lipstick formats and compact eyeshadow palettes.

AWARDS AND RECOGNITION

Kay Beauty has been widely recognised as India’s leading celebrity‑founded cosmetics brand. By 2025 the brand achieved a GMV of INR 240 crore and served over 2.5 million customers — a mark of significant commercial success and mass adoption. Its international debut at Space NK in the UK is viewed by industry observers as a milestone for Indian beauty brands — signalling global acceptance and paving the way for further expansion.

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