"it's been incredibly rewarding to see that resonate far beyond India."
Katrina Kaif celebrated the first anniversary of Kay Beauty in the UK with a Diwali-themed event at Space NK’s flagship store in London’s Oxford Circus.
She joined the retailer’s growing beauty community for an afternoon celebrating South Asian beauty, individual creativity and the brand’s progress since entering the UK market in 2025.
The event featured an exclusive masterclass demonstrating how to create Kay Beauty’s signature Diwali ‘Gloss Up’ look.
Katrina also shared insights into her beauty journey, the inspiration behind the brand and the importance of self-expression.
Co-founded by Katrina and India’s leading beauty and lifestyle company Nykaa, Kay Beauty has built its reputation around high-performance, skin-friendly makeup designed with inclusive beauty needs in mind.
Reflecting on the UK milestone, Katrina 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’s first year in the UK has also brought commercial milestones, with Kay Beauty reporting strong performance across Space NK and TikTok Shop.
Shortly after its launch, it ranked among the top five brands across Space NK stores, while its 24H Kajal Liner has consistently performed strongly in the retailer’s eye category.
On TikTok Shop, the brand achieved top product status within six weeks of launching.
Adwaita Nayar, co-founder and executive director of Nykaa and CEO of House of Nykaa, added:
“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”.
Beyond its UK expansion, Kay Beauty has established a substantial business in India, where it has nearly three million consumers.
The company reports an annualised net sales value (NSV) run rate of Rs. 300 crore (£24 million) and says it achieved profitability within its first year of operations.
It has since developed into what the company describes as India’s largest celebrity-led beauty brand, combining contemporary product development with the country’s beauty heritage.
