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Six years ago, Katrina Kaif spotted a gap in India’s beauty market for a high-performance, accessibly priced makeup line. “I’ve often done my own makeup for films that demanded both versatility and authenticity,” says the Bollywood actress (one of India’s highest paid). “That gave me a deep understanding of what high-performance makeup really needs: long wear, comfort and care.”
In 2019, Kaif partnered with Nykaa, India’s largest beauty retailer, to launch Kay Beauty (Nykaa holds a 51 per cent stake). Since then, the brand has become a regional success story, reaching INR 240 crore (approx $28 million) in gross merchandise value for the year ended 31 March 2025 and serving more than 2.5 million customers to date. While several Indian film stars, including Deepika Padukone and Kriti Sanon, have launched their own beauty lines, Kay Beauty has surged ahead — and now has global expansion in its sights. After a move into the United Arab Emirates last year, Kay Beauty will land in British beauty retailer Space NK on 3 September.
“Kay Beauty is the first Indian brand we’re bringing into our stores,” says Margaret Mitchell, chief commercial officer of Space NK. “We see this as a customer acquisition driver.” And not just South Asian and Middle Eastern consumers, she qualifies — Mitchell believes it will resonate with a wider audience. “We are always on the hunt for the most in-demand brands and the icons of the future. What makes Kay Beauty unique is just how much demand for the brand there is in its home market — clearly, the brand and Katrina have created something that’s caught the customer’s attention. Every launch seems to sell out faster than the last one, and the love for the product — lip oils, the kajal liner, etc — is huge. We know from working with the brand to understand their following that there is significant demand for the brand in the UK, so there is a natural home for it at Space NK.”
The brand will launch in select stores to start, including Oxford Circus, Westfield White City, Leicester and Birmingham Bullring. However, Mitchell says the plan is to roll it out to more stores as awareness and demand grow. “We are expecting the response to be big,” she adds.
Kay Beauty will join the other Indian brands already in the UK market, such as Kama Ayurveda, Forest Essentials and Inde Wild. However, Kaif believes its approach stands out. With the hashtag #ItsKayToBeYou, Kay Beauty champions the idea that beauty is not about conforming. The brand has also kept its growing product line — which now extends to 200 SKUs — accessibly priced. In the UK, products will retail from £6 to £20. “Kay Beauty is more than just a makeup brand, it’s a movement that celebrates authenticity and encourages self-expression,” says Kaif. “From day one, we’ve stood for inclusivity, care and performance.”