Kay Beauty, the beauty brand backed by Katrina Kaif, just hit a major goal by launching in the UK at Space NK. Kaif says the consumer response shows the brand’s focus on quality, care, and being inclusive is paying off. This move shows how Indian D2C brands can now compete worldwide.
In just days, Kay Beauty beat sales expectations, with double-digit growth above targets. It also became the most searched term on Space NK’s site, with customers buying a little over 3 items per order. These numbers show how celebrity-backed D2C brands can connect with global customers.
Kaif sees Space NK as more than just a store; it’s a recognition of Indian beauty innovation. Launching with Space NK has been important. The fact that Kay Beauty is the first Indian brand on their shelves makes this success even better, she stated.
This success builds on strong sales at home. FSN E-Commerce Ventures, the company behind Nykaa and Kay Beauty, reported revenue of ₹2,155 crore in Q1FY26, up 23% from last year, with gross profit rising 27% to ₹962 crore. Kay Beauty’s sales hit ₹250 crore during the same period, growing 56% year-over-year, making it one of the fastest-growing beauty and lifestyle D2C brands.
Adwaita Nayar, co-founder of Nykaa and CEO of Nykaa Fashion, sees the UK launch as a beginning for Indian consumer brands with global goals. Kay Beauty is a great example of our aim to build strong Indian brands that can compete globally, she said.
Kay Beauty’s UK expansion shows a trend where Indian beauty and skincare brands are entering global markets, supported by strong local demand and online sales strategies. This success adds to the list of Indian D2C brands that are changing the beauty business. Kay Beauty’s international move could inspire other Indian brands to expand, influencing future D2C IPOs and acquisitions.
Kay Beauty’s story, from a popular brand on Nykaa to a global player, shows the strength of India’s D2C market, where celebrity influence and customer trust lead to growth. This launch is a key example of Indian beauty making its mark worldwide.
