LONDON — Bollywood superstar Katrina Kaif has taken a bold step by launching her successful Kay Beauty brand in the United Kingdom through a partnership with leading luxury retailer Space NK. This move is being hailed as a historic milestone, not just for Katrina Kaif as a beauty entrepreneur but also for the growing presence of Indian beauty brands in international markets.
With the UK launch on September 3rd, Kay Beauty officially steps into one of the world’s most competitive beauty markets, marking a new chapter for the celebrity-founded brand.
Katrina Kaif’s Journey from Film Sets to Beauty Entrepreneur
Before she became one of Bollywood’s most admired stars, Katrina Kaif discovered her love for makeup while spending long hours on film sets. Working on blockbusters like Namastey London and Dhoom 3 exposed her to some of the best makeup artists in the industry. Watching their artistry closely made her realize how transformative beauty could be.
“It’s been one of my great loves,” Kaif admitted in an interview, reflecting on her relationship with makeup. That love eventually translated into her entrepreneurial journey when she decided to create her own cosmetics line.
In 2019, she partnered with Nykaa, India’s leading beauty and lifestyle retailer, to launch Kay Beauty. The brand was introduced with the mission of combining high-performance makeup with comfort and care, making products suitable for everyday use. Within just a few years, Kay Beauty became India’s fastest-growing celebrity-owned beauty brand, boasting a gross merchandise value (GMV) of ₹2.5 billion (over $28 million).
What Makes Kay Beauty Stand Out?
Kay Beauty is not just another celebrity makeup line. It has carved a unique identity by focusing on formula-first products that balance long-lasting wear, rich pigments, and nourishing ingredients.
Some of the brand’s most popular items include:
Hydra Crème Lipstick – a moisturizing lipstick with intense pigmentation.
Jelly Blush – a lightweight, buildable blush that adds a natural glow.
Kajal Eyeliner – a smudge-proof liner inspired by India’s beauty traditions.
Lip Oils – designed to keep lips soft and hydrated while delivering shine.
The brand emphasizes inclusivity, offering shades and undertones that cater to diverse skin tones, something often missing in global beauty brands.
Why the UK Was the Next Big Step?
The decision to enter the UK beauty market was far from random. The United Kingdom is home to a large South Asian diaspora, making up nearly 8% of the population. Yet, despite this sizable community, many beauty brands in the UK still lack products designed for South Asian skin tones and preferences.
According to Margaret Mitchell, Chief Commercial Officer at Space NK, the demand for Kay Beauty was evident even before the partnership was finalized. “We started to see breakout levels of Google searches for Kay Beauty, particularly in cities like Leicester and Birmingham, which have strong South Asian communities,” she revealed.
By bringing Kay Beauty to Space NK, the brand fills a gap in the market while also positioning itself as a bridge between Indian and global beauty trends.
A Strategy Focused on Community and Culture
Kay Beauty’s UK entry is not just about putting products on shelves; it’s about building connections with communities. The brand plans to leverage cultural festivals like Diwali to launch beauty campaigns and also collaborate with regional influencers who understand the South Asian market.
This strategy mirrors Kay Beauty’s earlier success in the United Arab Emirates (UAE), where community-driven marketing helped the brand establish a strong foothold.
For Katrina Kaif, this expansion is deeply personal. “India’s beauty traditions are vivid and diverse. Kay Beauty celebrates that spirit while staying personal to each individual,” she said.
Challenges of Entering a Competitive Market
Despite the excitement, the UK launch is not without challenges. The UK beauty industry is crowded with global giants, from established brands like MAC and Charlotte Tilbury to rising indie labels. Many international beauty brands struggle when they fail to understand local preferences.
Seasonal buying habits, product shades suited to different undertones, and customer expectations in a mature market can all make or break a new entrant.
To address this, Kay Beauty’s strategy is to focus on its hero products—such as the Kajal eyeliner, Hydra Crème Lipsticks, and complexion products designed with broader undertone accuracy. This approach ensures the brand can appeal both to its targeted South Asian audience and to mainstream UK customers seeking bold yet wearable makeup.
Why This Launch Matters for Indian Beauty?
The launch of Kay Beauty in the UK goes beyond just a business expansion; it is symbolic of the rise of Indian beauty on the global stage. For decades, the global beauty industry has been dominated by Western trends. The presence of an Indian-founded beauty brand in Space NK, a retailer known for curating some of the best luxury beauty labels, represents a shift in global recognition.
For Katrina Kaif, this achievement is especially meaningful. “We’re incredibly proud to be the first Indian-founded beauty brand on Space NK shelves,” she said. “It signals that Indian beauty has a powerful voice right now on the global stage.”
The Future of Kay Beauty
As Kay Beauty makes its mark in the UK, industry experts are watching closely to see how the brand performs. If successful, this could pave the way for more Indian beauty brands to expand globally, opening doors for diversity and inclusivity in beauty worldwide.
The journey ahead will test Kay Beauty’s adaptability, but its strong foundation—built on performance-driven products, inclusivity, and a deep connection with cultural identity—gives it a promising edge.
Conclusion
The Katrina Kaif Kay Beauty UK launch marks a historic moment for Indian beauty brands aiming for global recognition. With a well-planned strategy, strong product lineup, and cultural resonance, Kay Beauty is not just selling makeup—it’s selling a piece of India’s vibrant beauty culture to the world.
From Bollywood film sets to Space NK shelves in London, Katrina Kaif’s journey with Kay Beauty reflects ambition, passion, and the celebration of diverse beauty. As Indian beauty steps into the international spotlight, Kay Beauty is leading the way.
