Katrina Kaif: Kay Beauty Redefining Makeup and Skincare

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Katrina Kaif: Kay Beauty Redefining Makeup and Skincare

Makeup and skincare have always been integral parts of people’s lives, helping them enhance their natural beauty and boost their confidence. In 2019, Katrina Kaif, a renowned Bollywood actress, joined forces with Nykaa, India’s largest specialty beauty and personal care platform, to create Kay Beauty, a makeup and skincare brand that has revolutionized the industry. With a strong commitment to inclusivity, quality, and innovation, Kay Beauty has become a beloved brand for individuals of all age groups, genders, and skin tones.

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Introduction: The Birth of Kay Beauty

Founded in 2019, Kay Beauty emerged as a collaborative effort between Katrina Kaif and Nykaa’s CEO and founder, Falguni Nayar. The dynamic duo aimed to create a makeup line that would cater to the diverse needs of individuals while promoting self-expression and inclusivity. This joint venture marked the beginning of a remarkable journey for the brand.

Katrina Kaif

Vision and Mission: More Than Just a Brand

Kay Beauty was not conceived as a mere makeup brand but rather as a community where people could embrace their individuality. The vision was to empower individuals to feel comfortable in their own skin, breaking the stereotypes prevalent in the beauty industry. Their tagline, “It’s Kay to Be You,” perfectly encapsulates the brand’s commitment to authenticity and self-acceptance.

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Quality Ingredients: The Foundation of Kay Beauty

Delivering high-quality products was a top priority for Katrina and the Nykaa team. As a makeup enthusiast herself, Katrina understood the significance of using premium ingredients. Months of rigorous testing and research went into perfecting each product to meet their high standards. This attention to detail ensured that Kay Beauty’s offerings would not compromise on quality.

The Lip Crayon: A Product Worth the Wait

Among Kay Beauty’s remarkable achievements is the lip crayon. This product took years to develop, primarily focusing on texture and functionality. The lip crayon strikes the perfect balance, providing moisture without drying out the lips or appearing excessively glossy. This innovation showcases Kay Beauty’s dedication to creating exceptional products that enhance the user’s experience.

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Innovation in the Indian Beauty Market

Collaborating closely with the Nykaa team, Katrina identified gaps in the Indian beauty market and introduced several innovative products under the Kay Beauty umbrella. Some noteworthy additions include illuminating primer drops and liquid color correctors. These unique offerings have revolutionized makeup routines, providing individuals with versatile and effective options to express their creativity.

Kay Beauty’s Rise to Success

Despite the challenges presented by the global pandemic, Kay Beauty emerged as one of Nykaa’s top brands, gaining popularity both online and offline. The brand’s exceptional performance, affordability, and dedication to quality have garnered a strong and devoted following. Customers trust Kay Beauty to deliver products that not only meet their expectations but also exceed them.

The Role of Katrina Kaif

While Nykaa handles the supply chain and inventory management, Katrina Kaif actively oversees the marketing aspects of Kay Beauty. Her involvement and passion for the brand have played a vital role in its success. Katrina’s star power and genuine dedication to promoting Kay Beauty have resonated with customers, contributing significantly to its rapid growth and popularity.

Katrina Kaif

Kay Beauty’s Extensive Product Range

Today, Kay Beauty offers a diverse range of makeup products that cater to various needs and preferences. The brand’s lineup includes an extensive collection of lipsticks, lip crayons, lip liners, lip balms, foundations, concealers, compact powders, blushes, eyeshadows, eyeliners, mascaras, and eyebrow products. This comprehensive range ensures that individuals can find the perfect products to enhance their unique beauty.

Achieving Remarkable Success

In December 2022, Katrina Kaif shared with Forbes India that Kay Beauty achieved an annualized GMV run rate of over ₹100 crore within a short span of just three years. This remarkable achievement is a testament to the brand’s appeal and the trust it has earned from its customers. Kay Beauty’s dedication to excellence and inclusivity continues to drive its success.

Katrina Kaif

Global Expansion: A Vision for the Future

Looking ahead, Kay Beauty aspires to expand its presence beyond Nykaa stores and establish itself as a global brand. With its strong foundation and customer-centric approach, the brand aims to reach individuals worldwide, empowering them to embrace their unique beauty and style. Kay Beauty’s future endeavors are rooted in its commitment to inclusivity, quality, and innovation.


Kay Beauty has transformed the makeup and skincare industry with its commitment to authenticity, inclusivity, and quality. Founded by Katrina Kaif and Nykaa, the brand offers a wide range of innovative products that cater to individuals of all age groups, genders, and skin tones. Kay Beauty’s remarkable success is a testament to its dedication to empowering individuals to express their unique beauty confidently. As the brand looks toward the future, it aspires to expand globally, sharing its vision and products with beauty enthusiasts worldwide.

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