Feeling ‘seen’ makes one feel beautiful. It is as much about physical beauty as it’s about mental belongingness. It’s not about trying to fit in, in fact, it’s about feeling celebrated for who you are that truly glows you inside-out. As the idea of ‘inclusive beauty’ and ‘celebrate you’ dictate the rules of the global beauty industry, brands that embrace diversity are growing 1.5 times faster than those that don’t, according to advising firm Circana’s report.
However, celebrity owned Indian beauty brands are still struggling to find their global footing as they primarily rest on single pillars. Some thrive on just cruelty-free promises, some are solely tribe pride as a South Asian. Some are limited to just one beauty category while others just champion mere holistic wellness. However, Hindi film actor Katrina Kaif’s Kay Beauty, co-created by Nykaa, has cracked the code for its global entry. With a strong following of 1.6 million on Instagram and a retail presence across 700+ premium stores in India, Kay Beauty has become the first Indian celebrity beauty brand to go global with its launch at Space NK, one of the UK’s most celebrated luxury beauty destinations. It brings 197 products across lips, eyes, and face at 13 Space NK stores across the UK along with online retailing at spacenk.com. From its viral Hydra Crème Lipstick, the Velvet Creme Blush, the bestselling Hydrating Foundation, to the innovative 2-in-1 Kajal Eyeliner Duo, they’re all up for grabs.
But how did Kay Beauty win hearts at home and the world? The brand has struck every cornerstone of what it takes to succeed globally; it’s inclusive embracing its South Asian roots, clean, light-weight and offers a diverse product range crafted of skin-loving ingredients. Moreover, its key message of #ItsKayToBeYou, makes women ‘seen’ letting them embrace every version of themselves. And lastly, when a celebrated actor like Katrina Kaif herself has a “personal” connection to makeup sitting in the makeup chairs before film shoots in her 20 year impressive film career, it truly adds to an organic engagement with the brand.
We speak to Katrina Kaif, Co-founder, Kay Beauty and Adwaita Nayar, Co-founder, Nykaa; Executive Director & CEO, Nykaa Fashion on what explains the global rise of Kay Beauty.
Q: Tell us your personal connection to beauty and makeup while growing up.
Katrina Kaif: From early on, I found makeup fascinating! My relationship with makeup has always been one that encouraged self-expression for me. My makeup journey has gone hand in hand with my career as an actor being in the makeup chairs and watching the different looks that the incredible makeup artists would create for the character requirements. I think that’s where my true love for makeup really started. Another inspiration has come from our culture: the vibrant colour stories, our films and our songs. I remember being inspired by Rekha Ji’s iconic looks on screen, and later, when I entered films myself, that connection only deepened. Every character demanded a new look, a new expression, and I loved watching artists bring those to life, or often doing makeup myself. For me, beauty is about joy, creativity, and self-expression.
Q: How did your personal engagement with Kay Beauty products contribute to its global rise?
Katrina Kaif: Kay Beauty started from my own journey with makeup of more than 20 years in front of the camera like being under harsh lights, different environments and working with some incredibly talented makeup artists. Those experiences taught me so much about what I needed from my makeup; what textures performed well, which pigments looked best. I wanted the products to be long wear but also breathable and lightweight on the skin. You don’t want to have to be retouching your make up too frequently. So, makeup has always been personal to me, and the innovation process behind Kay Beauty is something which I’m very passionate about. I test everything myself. I’ll wear samples for 12- hour shoot days, in the heat and under lights, to see how it sits on the skin, how it feels after hours, and whether it still looks fresh. Having sensitive skin, I’m very conscious about what ingredients we use and how gentle but effective they are. If something doesn’t feel right, we go back and tweak it until it does. Discovering the science, the artistry behind our product innovation and marrying it with my own experiences, as well as constantly listening to consumer feedback, this I think has been crucial for us at Kay Beauty. I think that’s why we have found such support from the beauty community because everything comes from a very genuine and authentic place.
Q: What made you choose the #ItsKayToBeYou as the philosophy?
Katrina Kaif: #ItsKayToBeYou has always been the defying emotion behind Kay because it’s about reminding ourselves to celebrate our own individual beauty and uniqueness. Self-acceptance for me, has been a part of this journey. It has got to do with learning not to be so judgemental and harsh on myself, embracing the eccentricities that make us unique, and celebrating what makes you, ‘you’. When we launched, I was genuinely touched to see how much people connected with this thought. Watching people use it to express their individuality and creativity has been one of the most meaningful parts of this journey.
Q: Tell us how influencer-engagement, collaborations and digital media led to the brand’s rise?
Katrina Kaif: For me, one of the most rewarding parts of Kay Beauty has been cultivating what we call our Kay Kommunity. From the very beginning, it’s been about connecting with makeup artists, creators, beauty influencers and different unique voices who bring so much passion and individuality to the brand. Instagram and collaborations have played such a big role in this journey. They’ve helped us build genuine connections and bring our message of inclusivity and self-expression to life. One highlight was our collaboration with makeup artist and blogger Huda last year. It felt like such a natural and joyful moment where two founders came together to celebrate our shared love for innovation, beauty and community. Our program, Kreate with Kay Beauty is also very close to my heart, where we aim to support and mentor aspiring makeup artists, who may not have the necessary resources necessary to enter into their chosen career in the beauty industry. At the same time, what’s really made a difference is the genuine appreciation for the products range. The feedback, whether through a makeup artist, a creator, or even a friend’s recommendation has been truly rewarding. For me, it’s always been that combination: an involved community showing their support and products that truly deliver.
Q: The UK has a strong South Asian diaspora. Does being an Indian brand help in identifying with the needs of the diaspora abroad?
Adwaita Nayar: As a brand with South Asian roots, inclusivity has been at the heart of everything we do. India is one of the most diverse markets in the world and creating a brand that could cater to such a wide range of skin tones, undertones, and beauty preferences gave us a natural advantage. It meant that by the time we reached a global stage, we already had a portfolio built for complexity and diversity, something consumers everywhere are demanding today. Further, our #ItsKayToBeYou campaigns celebrate individuality and self-expression, building an authentic online community and connecting with consumers through relatable narratives and influencer-led storytelling. This not only made the brand culturally relevant in India but also discoverable to diaspora audiences globally, creating organic demand even before our international expansion.
Q: Tell us about some of the best-selling products.
Adwaita Nayar: Kay Beauty has consistently introduced innovations that feel premium in experience but are still approachable such as the HydraCrème Lipstick which was a breakout success last year, Jelly Blush which is now the #1 blush on our platform today, to the Hydra Cloud Cushion Foundation which adapts a global format to the needs of Indian consumers. That combination of high performance, skin-loving care, and inclusivity is what sets us apart and creates white space for Kay Beauty in international markets.
