Kay Beauty, India’s first celebrity makeup brand by Bollywood actor Katrina Kaif in partnership with the leading lifestyle omnichannel destination, Nykaa, completes two glorious years. A passion project close to Katrina’s heart, the brand was consciously created to resonate with real women and men everywhere.
As a true reflection of an inclusive brand curating products for everyone, Kay Beauty bridges the gap between high glamour and care, encouraging beauty to be enjoyed without guilt Thus was born, the idea of #MakeupThatKares, a makeup collection where each product has specific ‘care’ ingredients to nourish the skin, while at the same time delivering a long-wear, high-performance finish. This led the brand on a journey to discover ingredients that could be fused with makeup to repair and enrich the skin.
Right from the launch campaign- ItsKayToBeYou, the much-appreciated Pride Campaign to the 500k strong KayBeauty Kommunity celebrations via its month-long campaign, the brand has initiated some impactful conversations through its two-year journey, actively highlighting inclusivity and diversity and growing from strength to strength. As part of its second-anniversary celebrations, Kay Beauty once again brings its core message to life through a photo and video series featuring real people and reiterating its belief that ItsKayToBeYou!
True to the brand, this special series focuses on the beauty that lies within diversity and inclusivity, featuring people from different walks of life such as Tarun Panwar, Zoya Thomas Lobo, Anah Shaikh, Lasya Kahli Singh, Atasi Sindal, Ketaki Pimplekhare, and Prarthana Jagan along with Katrina Kaif.
In the words of Katrina Kaif, “Kay Beauty is nothing short of a dream come true. Today, I proudly look back to the time when it all came alive, and to this journey that would have been incomplete without my beloved Kay Community. Kay Beauty proudly stands for inclusivity, a value that shines through all our campaigns and products. It has always urged people to accept their imperfections and insecurities with a positive approach. It has been a wonderful two years and we have grown every step of the way. It will always be our endeavour to spread the message, ‘ItsKayTwoBeYou’ – inspiring women to celebrate themselves. I am so proud of what we have achieved with Kay Beauty so far and I’m truly excited for the journey ahead.”
Reena Chhabra, CEO, Nykaa Brands says, “Kay Beauty has always aimed at breaking the stereotypical beauty standards and creating a niche for itself. In these two years, Kay Beauty has grown and set a new benchmark in the beauty industry as a highly innovative brand that not only evolves with the dynamic make-up category but also with the consumer. We started off with the eyes and lips, and nails category, finally launching face categories in the second year. Our product portfolio is only going to expand further into a large and diverse collection that has something to offer to all women.”
Extending its promise of care beyond the product portfolio, the #Kare initiative by Kay beauty offered a helping hand to people during the pandemic and continues to support causes through its CSR initiatives.
Kay Beauty takes pride in offering products that are Paraben-free, and Cruelty-Free, bringing the gentlest care possible in each formulation.
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