Kay Beauty has celebrated its first year in the UK with its co-founder Katrina Kaif at Space NK’s flagship store, Oxford Circus, London, gathering the brand’s UK community for a Diwali beauty masterclass and a conversation around self-expression, inclusive beauty and inspiration for the launch of the brand.
Co-founded by Katrina Kaif and Nykaa, Kay Beauty, launched in the UK market with a proposition of performance, skincare-led innovations and products for a range of skin tones. The brand has gathered early traction across retail and social commerce in its first year in the UK, securing a presence in the UK’s competitive beauty market.
A Year of Growth at Space NK
The anniversary event saw a masterclass on creating a Diwali ‘Gloss Up’ look and an insight into Kaif’s own beauty journey and the thought process behind Kay Beauty. The event provided an opportunity to engage with the South Asian community and UK beauty consumers as the brand begins its second year in the market.
Reflecting on the milestone, Katrina Kaif, Co-founder of Kay Beauty said: “Kay Beauty was born from the belief that beauty should feel inclusive, intuitive and deeply personal. We’ve always created products with South Asian skin tones and beauty needs at the heart of everything we do, and it’s been incredibly rewarding to see that resonate far beyond India. Over the past year, we’ve loved seeing the response to Kay Beauty at Space NK, and this visit is an opportunity to build on that momentum. It’s about spending time with the South Asian community that has embraced the brand, connecting with beauty enthusiasts across the UK, and continuing conversations around representation, performance and innovation in beauty. Space NK has always been a beauty playground during my visits, a space where I’ve explored, experimented, and discovered so many of my favourite products, so seeing Kay Beauty continue to sit alongside some of the world’s most loved beauty brands, is incredibly special. As we look ahead, we’re excited to keep building a global community around the values we’ve always believed in – that makeup should celebrate individuality, perform beautifully, and make everyone feel seen”.
The brand has demonstrated its strong performance across the UK with a spot in the top five brands across Space NK stores soon after launch. The 24H Kajal Liner has performed strongly in the eye category at Space NK, with Kay Beauty reaching top product on TikTok Shop within six weeks of entering the market.
Moreover, the brand was named Best New Brand at CEW UK Consumer Choice Awards 2026, demonstrating the early retail and social commerce traction the brand has accumulated since launch.
Adwaita Nayar, Co-founder and Executive Director of Nykaa and CEO of House of Nykaa said: “The first year of Kay Beauty in the UK has been an encouraging chapter in our journey as we build an Indian beauty brand with global relevance. Seeing our products become bestsellers at Space NK and the brand reach top product status on TikTok Shop within six weeks of launch has been particularly meaningful, as it reflects the connection we are building with consumers beyond our home market. The recognition as Best New Brand at the CEW UK Consumer Choice Awards 2026 is another important milestone for us. As we enter our second year, our focus is on deepening our relationship with UK consumers, continuing to bring them products that combine performance and care, and building Kay Beauty into a brand with enduring relevance globally,”
Building a Beauty Business Beyond India
Kay Beauty’s UK expansion follows its growth in India, where it has built a consumer base of nearly three million and an annualised net sales value (NSV) run rate of ₹300 crore, approximately £24 million. The brand has reported that it has achieved profitability within its first year of operations and has grown into India’s largest celebrity-led beauty brand.
The brand’s product range offers makeup with skin-friendly formulations, utilising ingredients such as chamomile, marula oil, ceramides, lychee extract and avocado butter. The portfolio spans foundations, luminisers, blushes, eye products and lip colour, including the newest addition, the Hydra Luscious Lip Gloss Stain.
Kay Beauty is available across all major Space NK stores in mainland UK, through Space NK’s online store and on TikTok UK under the handle kaybeautyUK. As it enters its second year, the brand’s focus is on deepening its connection with UK consumers and building its retail and digital presence since launch.
