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The actor shares the gaps Kay Beauty aims to fill in an already saturated market, and the learnings garnered along the way.

Katrina Kaif believes Kay Beauty’s success goes beyond its products

The actor and entrepreneur shares why she is adamant about several rounds of product trials, the gaps Kay Beauty aims to fill in an already saturated market, and the learnings garnered along the way

Today, the category of celebrity-owned beauty brands has proliferated to a level of saturation. From hair care and make-up to skincare and wellness, several  A-listers in Bollywood have an enterprise to their name. However, actor Katrina Kaif launched her beauty line Kay Beauty in 2019, at a time when celebrity-owned beauty brands weren’t par for the course in India. “A few years ago, I teamed up with Falguni Nayar, the founder of Nykaa, and after much hard work and dedication we took the brand from concept to shelf together in 2019, in the form of Kay Beauty,” says Kaif. The celebrity attributes her inclination towards the world of beauty, especially make-up, to the experiences that she encountered as an actor. “I have had the chance to work with some of the best make-up artists, and have always been interested in what goes into the product I’m using, or why a particular product works for me,” says Kaif. “These are the conversations that have, perhaps, helped me build my knowledge in make-up over the years.” 

“A few years ago, I teamed up with Falguni Nayar, the founder of Nykaa, and after much hard work and dedication we took the brand from concept to shelf together in 2019, in the form of Kay Beauty,” says Katrina Kaif. Image: Instagram.com/kaybykatrina

“A few years ago, I teamed up with Falguni Nayar, the founder of Nykaa, and after much hard work and dedication we took the brand from concept to shelf together in 2019, in the form of Kay Beauty,” says Katrina Kaif. Image: Instagram.com/kaybykatrina

In a short span of time, Kay Beauty’s make-up has made its way into the vanities of beauty enthusiasts and amateurs alike, given that the brand offers high-quality formulations at rather reasonable prices. Kaif confesses that striking a balance between the two [the formulation and price of a product] was paramount. In order to get the formulations right, the products were put through several rounds of trials. “For instance, with the lip crayons, I was very particular that they must be highly pigmented and hydrating for the lips. Dry lips are a no-go for me, but I still desired that gorgeous, rich pigment. With the foundation, we had to ensure that it worked well in our humid climate. A loose powder must set your make-up without lending a cakey appearance,” she explains. For Kaif, creating these products is more than a mere job. “I am familiar with all the brands, given my profession. Whenever a new beauty product is introduced in the market, I am the first one to try it out and see how it wears, to evaluate its efficacy,” she adds. 

In a short span of time, Kay Beauty’s make-up has made its way into the vanities of beauty enthusiasts and amateurs alike, given that the brand offers high-quality formulations at rather reasonable prices. Image: Instagram.com/kaybykatrina

In a short span of time, Kay Beauty’s make-up has made its way into the vanities of beauty enthusiasts and amateurs alike, given that the brand offers high-quality formulations at rather reasonable prices. Image: Instagram.com/kaybykatrina

Currently with over a hundred SKUs under the brand’s umbrella, Kay Beauty’s competitive advantage lies in its accessibility, price sensitivity and social media-savviness. Image: Instagram.com/kaybykatrina

Currently with over a hundred SKUs under the brand’s umbrella, Kay Beauty’s competitive advantage lies in its accessibility, price sensitivity and social media-savviness. Image: Instagram.com/kaybykatrina

However, beauty brands come and go; to make a mark perpetually in this oversaturated business will always be a challenge. India’s beauty and personal care market, presently valued at US$16.8 billion, is estimated to reach a market size of US$ 35.21 billion by 2028 at a compound annual growth rate of 6.2 per cent. Four years ago, Kay Beauty launched with a set of lip and eye products which included lip crayons, a long-wear kajal and brow products; today, the brand has diversified its portfolio by delving into other categories such as nails, base make-up and colour cosmetics like blushes and eyeshadows. Currently with over a hundred SKUs under the brand’s umbrella, Kay Beauty’s competitive advantage lies in its accessibility, price sensitivity and social media-savviness. From the recent campaign featuring the cast of Netflix’s original series Class for the launch of their coloured eyeliners to featuring make-up enthusiasts across genders and sexual orientations on their social media account, Kay Beauty has rarely missed the mark when it comes to diversity. We speak with Kaif about the brand’s inclusivity-first approach—one that goes beyond being just another buzzword—and why, for her, make-up should also care for your skin.

Why did you pick beauty to kickstart your entrepreneurial journey?

What drove this was my absolute love and passion for make-up. This endeavour allowed me to offer something that truly represents my values. As an individual, I want to assure everyone that [using] make-up should not be daunting; instead, it should help them embrace and express their authentic selves. Kay Beauty reflects my personality and exactly what I stand for. 

What market gaps does Kay Beauty fill?

There was a gap in the market where we had the opportunity to offer a wider range of shades for all Indian skin tones, along with the right consistency and the right formulations. 

“OUR BRAND’S ETHOS EMPHASISES THE IDEA THAT MAKE-UP SHOULD NOT BE ABOUT CONFORMING TO SOCIETAL EXPECTATIONS BUT ABOUT EMBRACING ONE’S INDIVIDUALITY AND USING IT AS A TOOL TO EXPRESS THEMSELVES FREELY”

Katrina Kaif

The products Kay Beauty offers are infused with skin-loving ingredients, bridging the gap between high-performance make-up and skincare. During the entire process of creating the products, there were countless meetings where I would evaluate the texture of every product. I was particular about what I had learnt about make-up during my career since it’s such an integral part of a professional actor’s daily routine. My team and I spent several sessions over a few years trying to perfect the formulations. For example, we looked at textures and colours for eyeshadows, the right lipstick for all Indian skin tones, the right foundation shades or perfecting the blush and the shades portfolio, amongst other factors. I wanted to offer premium make-up that cared for the skin but would also really deliver on its promise of colour, texture and quality.

In the past few years, factors like inclusivity and diversity have taken centre stage across industries. What is the importance of these principles in your brand’s ethos?

What makes us proud is not just our make-up, but the way we connect with our customers. We listen to them, value their opinions, and make sure they feel heard and appreciated. After all, they are the heart and soul of Kay Beauty.

For us, inclusivity and diversity are not just buzzwords. Kay Beauty was born with a vision to celebrate and empower every individual, irrespective of their gender, background, skin tone or ethnicity. We understand that beauty comes in various forms, and it is our responsibility to cater to the diverse needs of our customers. Embracing inclusivity means ensuring that everyone feels seen, heard and valued. And thus, we encourage a culture of acceptance, self-love and empowerment. Our brand’s ethos emphasises the idea that make-up should not be about conforming to societal expectations but about embracing one’s individuality and using it as a tool to express themselves freely.

 Kay Beauty was born with a vision to celebrate and empower every individual, irrespective of their gender, background, skin tone or ethnicity, shares Katrina Kaif. Image: Instagram.com/kaybykatrina

Kay Beauty was born with a vision to celebrate and empower every individual, irrespective of their gender, background, skin tone or ethnicity, shares Katrina Kaif. Image: Instagram.com/kaybykatrina

It is especially important for me to be involved in the entire journey of the brand; I align with my team at every step—whether it is the product portfolio, formulations, growth, marketing or messaging of the brand, shares Katrina Kaif. Image: Instagram.com/kaybykatrina

It is especially important for me to be involved in the entire journey of the brand; I align with my team at every step—whether it is the product portfolio, formulations, growth, marketing or messaging of the brand, shares Katrina Kaif. Image: Instagram.com/kaybykatrina

How do you, as a founder, make sure that the brand adheres to these principles?

It is especially important for me to be involved in the entire journey of the brand. I align with my team at every step—whether it is the product portfolio, formulations, growth, marketing or messaging of the brand. 

At the heart of Kay Beauty lies the inclusive message of #ItsKayToBeYou–beauty lies in what makes you happy, it is about being the best version of yourself. I was clear from the start that I wanted to build a holistic community that everyone could see themselves represented in, and that would be a place to have fun, to experiment with make-up and to enjoy beauty.

The brand is built to cater to all genders, skin tones, skin types and age groups. The inclusivity-first approach is applicable to everything we do—right from creating a product portfolio of large shade profiles and textures to the communication across campaigns on all our platforms. 

How has Kay Beauty managed to offer high-quality products that are also well-priced?

We desired to bridge the gap between high-performance make-up and skincare while making it accessible to everyone. Of course, Nykaa’s knowledge of consumers across India helped us understand the market well. Consumers are very discerning; they want quality, aspirational value, efficacy and, most importantly, they want to feel heard by the brand. This has always been our primary focus. Our team built the brand by releasing products gradually. We didn’t want to overwhelm consumers—we wanted them to get to know every product. Now, we’re expanding offline distribution across geographies, so that the products can reach consumers across different markets. 

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"Consumers are very discerning; they want quality, aspirational value, efficacy and, most importantly, they want to feel heard by the brand. This has always been our primary focus, and so, our team built the brand by releasing products gradually, " says Katrina Kaif.

From the recent campaign featuring the cast of Netflix’s original series Class for the launch of their coloured eyeliners to featuring make-up enthusiasts across genders and sexual orientations on their social media account, Kay Beauty has rarely missed the mark when it comes to diversity. Image: Instagram.com/kaybykatrina

From the recent campaign featuring the cast of Netflix’s original series Class for the launch of their coloured eyeliners to featuring make-up enthusiasts across genders and sexual orientations on their social media account, Kay Beauty has rarely missed the mark when it comes to diversity. Image: Instagram.com/kaybykatrina

What is Kay Beauty doing to meet the many expectations and needs of Indian consumers? 

My primary objective has been to combine skincare and make-up, which is why I founded Kay Beauty. I believe that make-up should never weigh down a face. Priority number one when designing our range was, therefore, to create products that perform well while preserving the natural texture and moisture of your skin. I’m fortunate to have an incredible team that completely understands my vision and helps me realise it brilliantly, and that makes all the difference. And, I must say I’m proud that our products accommodate a wide range of skin tones, thereby serving a diverse population. 

Why did you choose Nykaa as the partner for the launch of your brand?

While conceiving the idea of my own make-up brand, I recognised the importance of collaborating with a seasoned and proficient partner, well-versed in the intricacies of the beauty industry. I wanted to find a partner capable of offering invaluable guidance, astute advice and support throughout this transformative journey of venturing into the beauty market and developing my unique brand.

In this pursuit, the decision to align with Nykaa was not only evident but also strategic. Nykaa’s unrivalled expertise and influence in shaping the Indian beauty landscape made them an optimal choice. Their understanding of consumers from the many corners of India, combined with their technical acumen in creating exceptional products (for their in-house beauty line, Nykaa Cosmetics), was instrumental in honing our brand’s direction. Their insights empowered us to precisely target our audience, thoroughly comprehend the market dynamics, and craft sought-after formulations.

What do you hope to achieve through Kay Beauty in the future?

Our brand’s mission goes beyond the mere creation of make-up products; it aspires to be a catalyst for individuals to embrace their unique beauty and be able to express themselves confidently. We eventually want to foster a community that finds empowerment and solace in being unapologetically authentic.

While our immediate efforts are towards expanding Kay Beauty within India, our long-term goal is to witness our brand retailed in esteemed beauty stores worldwide.

Also Read: Is Deepika Padukone’s new brand beauty or self-care?

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Also Read: Neha Dhupia–actor and mother of two–on her evolving relationship with skincare


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