One year after landing in the UK, Katrina Kaif’s Indian beauty brand celebrated at Space NK with a masterclass, a message about representation, and some impressive numbers.
Guests spent the afternoon immersed in vibrant festive beauty, with an exclusive masterclass in creating a signature festive “Gloss Up” look, and Katrina shared the story behind the brand and the power of self-expression. Few beauty launches begin with a promise as simple as this one: makeup should make everyone feel seen.
One year after its UK debut, Kay Beauty marked the milestone at Space NK’s Oxford Circus flagship, with co-founder Katrina Kaif flying in to celebrate with the brand’s growing community. Guests spent the afternoon immersed in vibrant Diwali beauty, with an exclusive masterclass in creating a signature Diwali “Gloss Up” look, and Katrina shared the story behind the brand and the power of self-expression.
Beauty Built Around South Asian Skin
Co-founded by Katrina and Nykaa, India’s leading beauty and lifestyle company, Kay Beauty was designed with South Asian skin tones and beauty needs at its heart. For many women who have spent years hunting for shades and formulas that work for them, that focus is the draw.
“It’s been incredibly rewarding to see that resonate far beyond India,” Katrina said. She described the London visit as a chance to spend time with the South Asian community that has embraced the brand and to keep the conversation going around representation, performance and innovation. Space NK, she added, has always been a “beauty playground” for her, so seeing Kay Beauty sit alongside some of the world’s best-loved brands felt “incredibly special”.
The brand has plenty to show for its first twelve months in the UK:
- Top five among brands across Space NK stores soon after launch
- Top product status on TikTok Shop within six weeks
- A consistently strong performer in Space NK’s eye category with its 24H Kajal Liner
- Named Best New Brand at the CEW UK Consumer Choice Awards 2026
Kay Beauty has also proved itself as a business. It has grown from a celebrity-led collaboration into a scaled, profitable company, reaching profitability within its first year of operations. It now has an annualised run rate of ₹300 crore (approximately £24 million) and nearly 3 million consumers in India, making it the country’s largest celebrity-led beauty brand.
For Adwaita Nayar, Co-founder and Executive Director of Nykaa and CEO of House of Nykaa, the UK response shows the brand is more than a home-market success. “As we enter our second year,” she said, the focus is on deepening the relationship with UK consumers and building Kay Beauty into a brand “with enduring relevance globally”.
Kay Beauty’s UK story shows what happens when a brand starts from the needs of women who have too often been left out of the beauty aisle. One year in, the community it has built looks set to keep growing.
British Muslim Magazine’s Top 3 Kay Beauty Picks
1. Hydra Crème Lipstick
Billed as an Indian viral sensation, this is the product to start with if you want colour with comfort. The hydrating formula makes it an easy everyday lip.
2. Hydrating Foundation
A cult favourite among the brand’s bestsellers, and a good fit for the South Asian skin tones and needs the brand was built around. It’s one to try if you’re tired of hunting for a base that works for you.
3. 24H Kajal Liner
Statement eyes are always a winner, and this liner has sat in a range of kajals offered in multiple finishes and shades. It has also performed consistently well in Space NK’s eye category, according to the brand.
Bonus pick: The Velvet Creme Blush is described as multi-use, so it works for cheeks and a pop of colour elsewhere. All Kay Beauty products are available at select Space NK stores and online at spacenk.com.
Subscribe to our FREE newsletters for offers!
