~ Kay Beauty’s international foray saw an overwhelming response in the UK across multiple SKUs, with the brand ranking #1 organically in Space NK Online Search Terms ~ India – 25th September 2025: The
UK beauty scene just got its newest obsession. Kay Beauty, India’s most loved and largest celebrity beauty brand, co-founded by actor and icon Katrina Kaif and Nykaa, India’s leading beauty and lifestyle destination, made its highly anticipated UK debut on 3rd September, exclusively at Space NK stores and online at spacenk.com.
The brand’s arrival has been met with extraordinary enthusiasm. Within days of launch, “Kay Beauty” emerged as the number one and “Kay” as the number four most-searched term organically on the Space NK website, underscoring the excitement and anticipation around its entry into the UK market.
Early sales performance has surpassed expectations, with Kay Beauty already outperforming its projected forecasts by double digits. The brand is also winning with customers at the basket level, with an average of 3.4 units per purchase.
The lip category is proving to be a standout, with Hydra Creme Lipstick leading the charge and ranking 10th, emerging as the best-selling product. Out of its 16 stunning shades, 11 have seen a high demand, thereby reflecting a tremendous consumer response. Other top-performing products include the Kajal Eyeliner Duo, Matte Liquid Lipstick, Hydrating Foundation, Matte Drama Bullet Lipstick, and EyeKanvas Discover Eyeshadow Palettes.
Founded in 2019, Kay Beauty was born from the vision of Katrina Kaif and Nykaa to create a brand that celebrates the transformative power of beauty, encouraging self-expression and empowering people to feel confident in their own unique identity. Built on the three core pillars of performance, care, and inclusivity, Kay Beauty brings a new, diverse beauty voice to the UK. With Nykaa’s deep category expertise, omnichannel reach, and proven ability to scale homegrown brands, the brand has grown from India to the GCC and now to the UK, carrying with it a philosophy of inclusivity, innovation, and modern Indian beauty on the global stage.
“Kay Beauty has always been about celebrating the transformative power of makeup - encouraging self-expression and empowering people to feel confident in their own unique identity,” says Katrina Kaif, Co-Founder of Kay Beauty. “To now see that philosophy resonate in the UK with such an overwhelming response has been incredibly special. The way consumers have connected with our skin-loving, high-performance formulas at Space NK, across several categories, is a true reflection of what we set out to achieve: performance, care, and inclusivity.”
“Launching with Space NK has been a milestone moment. It’s an iconic beauty destination, and for Kay Beauty to be the first India-founded brand on their shelves makes this success even more meaningful. With the UK’s vibrant South Asian community and strong beauty culture, this launch feels like a celebration of heritage meeting modern innovation. We’re excited to continue championing our philosophy of #ItsKayToBeYou and #MakeupThatKares with a global community that shares our values.”
Adwaita Nayar, Co-Founder of Nykaa, ED and CEO, Nykaa Fashion, and Head of Owned Brands says, “The launch of Kay Beauty in the UK is more than just a brand milestone. It marks the beginning of a new chapter for Indian consumer brands with global ambitions. Nykaa has been a pioneer in India’s beauty retail revolution, serving over 45 million consumers by understanding their needs and aspirations. Kay Beauty, one of our most-loved owned brands, stands as a clear example of our vision- to build high-performance Indian brands that confidently compete on the global stage. The overwhelming response at Space NK, with Kay Beauty already trending across categories and topping organic search on their platform, makes this achievement even more meaningful.”
Adwaita adds, “At Nykaa, we have always believed that Indian beauty brands deserve global recognition, not only because of our rich heritage but because of the quality, innovation, and intent they embody. Kay Beauty’s entry into the UK market is a proud moment for us. It represents a modern Indian voice in global beauty, one that is inclusive, confident, and here to make a lasting impact.”
“The performance of Kay Beauty at launch demonstrates the community the brand already has in the UK and we are delighted to introduce the brand to a wider audience too. The launch has exceeded expectations and we are really looking forward to working closely with the brand to further this” Jini Sanassy, Head of PR for Space NK.
With Kay Beauty’s UK launch, Nykaa not only brings one of India’s most celebrated brands to an international audience but also underscores its mission to take Indian beauty global, brand by brand, story by story. Kay Beauty is now available at select Space NK stores across the UK, and online at spacenk.com.
For more information, please contact Beam and Words – avani@beamandwords.com / manini@beamandwords.com
About Kay Beauty
Founded in 2019, Kay Beauty is India’s first celebrity-led makeup brand co-founded by Actor and Global Icon, Katrina Kaif and India’s leading beauty and lifestyle destination Nykaa. In just five years, it has emerged as one of India’s most loved and fastest-growing beauty brands. It has been recognized with prestigious accolades, including Vogue India’s Beauty Brand of the Year 2022 and several industry awards for innovation. With strong digital engagement and collaborations with leading beauty experts, Kay Beauty continues to set new benchmarks in the Indian beauty landscape.
Drawing from Katrina’s personal journey and experiences with make-up, each Kay Beauty product is designed to deliver results whilst nourishing the skin. Formulated with skin-loving ingredients like chamomile, marula oil, ceramides, lychee extract, and avocado butter, the brand’s #MakeupThatKares philosophy ensures a seamless blend of care, comfort, and long-lasting wear. Kay Beauty is more than just a makeup brand; it’s a movement that celebrates authenticity and encourages self-expression. Built on the pillars of performance, care, and inclusivity, Kay Beauty champions the idea that beauty is not about conforming, it's about embracing who you truly are. Because #ItsKayToBeYou. The brand is loved across the country right from key metro cities, to tier 2 and tier 3 markets, fulfilling order demands of 2.5 Million+ customers till date in India. Kay Beauty has also expanded its offline presence, retailing in over 700+ premium stores across the country.
The brand is exclusively available on the Nykaa website and app, and at all Nykaa stores across India and exclusively with Space NK select stores in the UK and on www.spacenk.com. Find us on Instagram - https://www.instagram.com/kaybykatrina/
About Space NK
The ultimate destination for worldwide beauty discovery, Space NK started out as a single store in Covent Garden over 30 years ago. We can now be found in over 80 locations across the UK and Ireland, as well as online at Spacenk.com. In our stores and on our website, you will find a finely-honed edit of the most innovative products in the beauty world, including supercharged skincare, cutting-edge cosmetics, and game-changing gadgets.
About Nykaa
Nykaa’s vision is to bring inspiration and joy to people everywhere, every day. Born from a desire to make beauty a mainstream choice, the Nykaa journey began in 2012 as a digital-first, consumer-tech beauty company. Falguni Nayar’s entrepreneurial leap with Nykaa tapped into an underserved beauty retail market, disrupting the ecosystem and putting India in the global spotlight. Today, Nykaa has expanded its offerings to include fashion and B2B, launching platforms such as Nykaa Fashion, Nykaa Man, and Nykaa Superstore. Nykaa has also expanded into the Middle East through its omnichannel beauty offering ‘Nysaa’.
Over the years, Nykaa has steadily captured the hearts of consumers, serving 45 million customers (as of 30 Jun’25) through its online platforms and 250 offline beauty destinations (as of 31st July’25), while building loyal communities through engaging and educative content.
Nykaa’s unwavering commitment to authenticity and customer-centricity has cemented its position as the retailer of choice for international brands looking to enter the Indian market. With Nykaa’s Global Store, a gateway to some of the world’s most coveted brands, the company harnesses its powerful supply chain and marketing expertise to create a flawless shopping experience. Trusted by renowned global names like Chanel Beauty and Fragrance, Armani Beauty, Charlotte Tilbury, Elf Cosmetics, Supergoop, Urban Decay, Foot Locker, Revolve, and Cider, Nykaa has empowered these iconic brands to connect with Indian consumers and make a lasting impact in the market.
Nykaa has been recognized with prestigious accolades, including a place in the TIME100 Most Influential Companies List and the Isidoro Alvarez Lifetime Achievement Medal at the World Retail Congress in Barcelona. Falguni Nayar, Founder and CEO, has also won personal honours such as EY Entrepreneur of the Year and Power Businesswoman by Forbes Asia.
For queries, please contact: pr@nykaa.com
(Disclaimer: The above content is a press release and PTI takes no editorial responsibility for the same.). PTI PWR
