Kay Beauty

Katrina Kaif and Nykaa put skin-care ingredients inside make-up, and built the celebrity beauty brand that kept its customers.

Small and new·From India·Founded 2019·Members

At a glance

Founded: Launched in October 2019 across 50 Nykaa stores and on the Nykaa website and app.¹¹²
Founded by: Katrina Kaif with Nykaa. ET BrandEquity called it India's first celebrity-owned beauty brand.¹
Home: Mumbai. It sits in the House of Nykaa portfolio, run by FSN E-Commerce Ventures.⁶
Owned by: Co-owned. Kaif calls herself co-owner alongside Nykaa, which holds a 51 per cent stake.³⁵
What it sells: Make-up, with a first skincare range added in August 2026.¹¹¹
Size: Gross merchandise value of ₹350 crore in 2025-26, up 46 per cent from ₹240 crore the year before.⁷¹⁰ Nykaa says the brand is now past ₹500 crore of annualised GMV.¹⁰

How it got here

2019

1 of 3

Kay Beauty went on sale in October with a 48-piece collection of eye and lip products, in 50 Nykaa stores and on the Nykaa website and app.¹¹² Nykaa's Falguni Nayar said Kaif and the team had worked on it for two years.¹²

Member

The rest of this is for members.

You have read the opening of this brand breakdown. The rest of it comes with a membership.

One membership covers all four courses and Brands.

All lessons in the four Learn courses
All brand breakdowns in the Brands section
All quizzes, flashcards and crosswords
An AI teacher on every lesson, for up to 60 questions a day
All course material published during the membership

Price

Membership is from $12 a month on the Yearly plan, which is charged at $144 once a year. Lifetime access is $59, paid once.Membership is from ₹200 a month on the Yearly plan, which is charged at ₹2,400 + GST once a year. Lifetime access is ₹3,999 + GST, paid once.

See membership Already a member? Sign in

Sources for what is above

Next in Beauty and skincare

Glossier

The direct-to-consumer brand that made a pink bubble-wrap pouch more recognisable than its own logo.

All of Beauty and skincare →