Katrina Kaif marks Kay Beauty’s first UK anniversary with Space NK event

OXFORD: From India’s beauty shelves to the UK’s high street, Kay Beauty is marking its first year in the British market with a festive flourish. Co-founder Katrina Kaif travelled to London to celebrate the milestone with the brand’s growing community at Space NK’s flagship store at Oxford Circus, where a Diwali-themed beauty masterclass took centre stage.

Co-founded by Kaif and Nykaa, Kay Beauty entered the UK market with a proposition centred on performance, skincare benefits and inclusive beauty. The anniversary event brought together beauty enthusiasts for a session on creating the brand’s signature Diwali “Gloss Up” look, alongside conversations with Kaif about her beauty journey, the brand’s inspiration and the role of self-expression.

Kaif said the brand was created around the belief that beauty should be inclusive, intuitive and personal, with South Asian skin tones and beauty needs at the heart of its products. She added that the response in the UK had been encouraging, particularly among consumers seeking representation and products that combine performance with care.

Space NK has also played a role in the brand’s international push. Kay Beauty said it ranked among the retailer’s top five brands across its stores soon after launch, while its 24H Kajal Liner has performed strongly in the retailer’s eye category. The brand also achieved top-product status on TikTok Shop within six weeks of its UK launch.

The UK milestone comes as Kay Beauty scales its business in India and expands its international footprint. The company reported an annualised net sales value (NSV) run rate of Rs 300 crore, equivalent to approximately £24 million, and said it had achieved profitability within its first year of operations.

With nearly three million consumers in India, Kay Beauty describes itself as the country’s largest celebrity-led beauty brand. Its portfolio combines makeup with skin-focused ingredients and formulations designed for diverse complexions.

Nykaa co-founder and executive director, and House of Nykaa chief executive Adwaita Nayar, said the brand’s first year in the UK had been an encouraging chapter in its international expansion.

She pointed to its performance at Space NK, its early traction on TikTok Shop and its recognition as Best New Brand at the CEW UK Consumer Choice Awards 2026 as key milestones. As Kay Beauty enters its second year in the market, Nayar said the focus would be on strengthening relationships with UK consumers and building lasting global relevance.

The brand’s proposition is built around the combination of Kaif’s perspective on beauty and Nykaa’s understanding of consumer needs. Its products are positioned around long-lasting performance, comfort and skincare-inspired ingredients, with the aim of appealing to consumers across different skin tones and beauty preferences.

At the London event, the Diwali “Gloss Up” look brought together products from across the portfolio. The routine begins with the Illuminating Liquid Luminizer for a dewy base, followed by either the Hydra Cloud Full Coverage Cushion Foundation or Hydrating Foundation.

The Velvet Creme Multi-Use Blush adds colour, while the 12-in-1 Eyeshadow Palette creates definition and shimmer. The 24H Kajal Eyeliner Duo sharpens the eye look, with the new Hydra Luscious Lip Gloss Stain completing the festive finish with glossy colour and a long-lasting stain.

Kay Beauty’s products are available at Space NK stores across mainland UK and through spacenk.com. The brand also sells through its UK TikTok account, kaybeautyUK, as it looks to build on its first year of international growth.