MUMBAI: Kay Beauty, the make-up brand co-founded by actor Katrina Kaif and Indian beauty retailer Nykaa, has made its first international move with an exclusive launch at Space NK in the UK. The tie-up marks the first time a home-grown Indian beauty brand has been stocked by the British luxury chain.
Founded in 2019, Kay Beauty has built its reputation on performance-led, skin-friendly formulas and an inclusive brand voice, encapsulated in its slogans #ItsKayToBeYou and #MakeupThatKares. Its portfolio of 197 products across eyes, lips and face will now sit alongside Space NK’s curated line-up of global labels.
Kaif called the launch “a powerful opportunity to connect with a global community that shares our values.” Nykaa co-founder & head of its owned bands Adwaita Nayar described the step as “more than just a brand milestone,” positioning Kay Beauty as proof that Indian consumer labels can compete on the global stage.
Space NK chief commercial officer Margaret Mitchell said the addition would help the retailer better serve Britain’s growing south Asian community while offering “something genuinely unique”.
The UK launch brings bestsellers such as the Hydra Crème Lipstick, Hydrating Foundation and Velvet Creme Blush, as well as a range of kajals infused with chamomile and ceramides.
Kay Beauty, named Vogue India’s Beauty Brand of the Year in 2022, has already carved a cult following at home with 1.6 million social media followers, 700-plus retail outlets and more than 2.5 million customers. With Space NK’s 80-store network and online reach, the brand is betting that its blend of inclusivity, heritage and innovation will resonate with British consumers too.