Nykaa Launches Katrina Kaif's Kay Beauty Brand in UK Stores, Expands International Presence

FSN E-Commerce Ventures Ltd., the parent company of Nykaa, has launched Kay Beauty, co-created with Bollywood star Katrina Kaif, in the UK as part of its international expansion strategy. The brand, available in 13 Space NK stores and online, offers diverse cosmetics including products like kohl tailored for South Asian skin tones, aiming to cater to a broad spectrum of consumers. FSN plans further expansion into the US, Middle East, and select Asian markets, building on its existing presence in Dubai, Qatar, and Oman. Despite facing strong competition from established global brands such as L’Oréal and Estée Lauder, FSN is optimistic about growth, targeting to nearly triple the gross merchandise value of its in-house brands by March 2030. Kay Beauty’s product development reflects Katrina Kaif’s hands-on experience, focusing on long-wearing, inclusive, and innovative cosmetics that emphasize diversity and quality. This launch aligns with the growing beauty and personal care market in India and internationally, supported by rising purchasing power among younger consumers.