Katrina Kaif’s co-founded makeup brand Kay Beauty continues to dominate India’s celebrity-led beauty segment, showing remarkable growth in a market where only a handful of such brands have managed long-term success. Reported by Bollywood Hungama News Network.
Launched in 2019, the brand’s timing aligned with the pandemic-driven shift toward online shopping, allowing Kay Beauty—built on an online-first model—to scale quickly as many traditional retail businesses struggled.
According to a recent report submitted to the National Stock Exchange by its retail partner, Kay Beauty achieved a 46% increase in gross sales compared to the previous financial year.
The brand recorded a Gross Merchandise Value (GMV) of Rs 240 crores in FY 2025, rising sharply to Rs 350 crores in FY 2026. GMV reflects the total value of goods sold before deductions like discounts and returns, offering a clear picture of consumer demand and wide product adoption.
Beyond domestic success, Katrina Kaif has been expanding the brand’s reach internationally. After announcing its launch in the UK in September, Kay Beauty continues to strengthen its presence across the Middle East as well.
During a recent interaction with Outlook, Katrina shared insights into her hands-on role in product development. She said, “I test everything myself. I’ll wear samples for 12-hour shoot days, in the heat and under lights, to see how it sits on the skin, how it feels after hours, and whether it still looks fresh. Having sensitive skin, I’m very conscious about what ingredients we use and how gentle but effective they are.”
While the celebrity beauty market has grown in recent years, not all brands have seen the same level of success. Deepika Padukone’s skincare label 82°E reported net losses of Rs 12.3 crore in FY 2025. In comparison, Masaba Gupta’s LoveChild Masaba posted revenues of Rs 115 crores, and Kriti Sanon’s skincare venture Hyphen reached a valuation of Rs 207.5 crores.
Despite rising competition, Kay Beauty remains the strongest performer in the category—outpacing rivals both in scale and year-on-year growth. Its sustained performance continues to reaffirm its position as India’s most successful celebrity-driven beauty brand.