In a market where many celebrity ventures don’t last, Katrina Kaif’s Kay Beauty has changed the game for direct-to-consumer brands in India. It has become a leader in the D2C beauty and skincare market. Launched in 2019, just before the pandemic, Kay Beauty has become one of the fastest-growing D2C brands in the beauty world. This success is due to smart D2C strategies, well-thought-out products, and a deep understanding of what Indian D2C customers want.
Kay Beauty’s gross sales passed ₹350 crore in FY2026, a jump of 46% from the previous year. The brand, co-founded by Katrina Kaif with Nykaa, is now one of the top five best-selling brands on Nykaa, even though other celebrity brands are spending a lot on marketing. In an industry closely watched by D2C news, Kay Beauty’s success is because of its profitable and consistent growth.
The Gross Merchandise Value (GMV) for Kay Beauty was ₹240 crore in FY2025, growing to ₹350 crore in gross sales in FY2026. While GMV is the total value of products sold, gross sales show how well the products are selling before any discounts. These figures are rare, even for well-funded D2C brands, proving that Kay Beauty’s revenue growth is not just due to discounts or celebrity hype.
A key factor is Katrina Kaif’s active involvement. She calls herself the brand’s guinea pig, testing every product in tough conditions like 12-hour shoots with strong lights and heat. Because she has sensitive skin, her personal approval means the products are high-performing and made with good ingredients. This fits with current D2C market trends, where customers care about clean beauty, science-backed ingredients, and being real.
Looking at the competition, Kay Beauty’s lead is clear. Deepika Padukone’s skincare brand, 82°E, lost ₹12.3 crore in FY2025, even with her being Nykaa’s global ambassador. Kriti Sanon’s Hyphen is valued at ₹207.5 crore, but Kay Beauty is still on top. Masaba Gupta’s LoveChild Masaba made ₹115 crore in revenue, good for a new brand but still less than Kay Beauty. This shows that Kay Beauty is not just a celebrity brand, but the most successful creator-led D2C brand in India.
Kay Beauty is now speeding up its global plans. After launching in the UK and growing its presence in the Middle East, it aims to be one of the first Indian beauty brands to succeed internationally by offering high-quality products at reasonable prices.
Kay Beauty’s story is a mix of modern retail strategies, digital scaling, and smart moves across different sales channels. It’s an inspiration for new founders who are keeping up with India’s D2C market. By combining Bollywood influence with real product quality, Kay Beauty has turned aspiration into habit, beauty into business, and customers into loyal fans.
