The Indian Beauty Brand Celebrates Its UK Milestone with a Diwali Gloss Up at Space NK
One year after making its UK debut, Kay Beauty is celebrating a milestone in its international journey, with Co-Founder, Katrina Kaif coming to London to mark the occasion with the brand’s growing UK community at Space NK’s Oxford Circus flagship. Co-founded by Katrina Kaif and Nykaa, Kay Beauty has spent its first year in the UK bringing its distinctive approach to performance, care and inclusive beauty to a new generation of consumers, while building a growing presence across the country’s beauty landscape.
A Celebration of a Stand-Out First Year, to mark Kay Beauty’s milestone first year in the UK, guests attended Space NK’s Oxford Circus flagship store for an afternoon celebrating vibrant Diwali beauty and individual creativity. Alongside an exclusive masterclass in creating a signature Diwali ‘Gloss Up’ Look, Katrina shared insights on her beauty journey, the inspiration behind Kay Beauty and the power of self-expression.
“Kay Beauty was born from the belief that beauty should feel inclusive, intuitive and deeply personal. We’ve always created products with South Asian skin tones and beauty needs at the heart of everything we do, and it’s been incredibly rewarding to see that resonate far beyond India. Over the past year, we’ve loved seeing the response to Kay Beauty at Space NK, and this visit is an opportunity to build on that momentum. It’s about spending time with the South Asian community that has embraced the brand, connecting with beauty enthusiasts across the UK, and continuing conversations around representation, performance and innovation in beauty. Space NK has always been a beauty playground during my visits, a space where I’ve explored, experimented, and discovered so many of my favourite products, so seeing Kay Beauty continue to sit alongside some of the world’s most loved beauty brands, is incredibly special. As we look ahead, we’re excited to keep building a global community around the values we’ve always believed in – that makeup should celebrate individuality, perform beautifully, and make everyone feel seen”, says Katrina Kaif, Co-Founder, Kay Beauty.
“The first year of Kay Beauty in the UK has been an encouraging chapter in our journey as we build an Indian beauty brand with global relevance. Seeing our products become bestsellers at Space NK and the brand reach top product status on TikTok Shop within six weeks of launch has been particularly meaningful, as it reflects the connection we are building with consumers beyond our home market. The recognition as Best New Brand at the CEW UK Consumer Choice Awards 2026 is another important milestone for us. As we enter our second year, our focus is on deepening our relationship with UK consumers, continuing to bring them products that combine performance and care, and building Kay Beauty into a brand with enduring relevance globally”, adds Adwaita Nayar, Co-founder and Executive Director of Nykaa & CEO, House of Nykaa.
Co-founded by actor and global icon Katrina Kaif and Nykaa, India’s leading beauty & lifestyle company, Kay Beauty has evolved from a celebrity-led beauty collaboration into a scaled and profitable beauty business. The brand is now delivering an annualised NSV run rate of ₹300 crore (approximately £24 million), having achieved profitability within its first year of operations and continuing to scale with strong business fundamentals. With nearly 3 million consumers in India, Kay Beauty has built a strong consumer franchise and is now India’s largest celebrity-led beauty brand, combining modern innovation with India’s rich beauty heritage to create high-performance, skin-friendly formulas designed for diverse complexions.
Built on Katrina’s distinctive perspective on beauty and Nykaa’s deep understanding of the beauty consumer, Kay Beauty has grown through a focus on performance, care and inclusivity. The brand has also taken this proposition beyond India, marking its first anniversary in the UK with Space NK, where it has built significant momentum over its first year. Soon after its launch, Kay Beauty ranked among the top five brands across Space NK stores, while its 24H Kajal Liner has consistently performed strongly within the retailer’s eye category. The brand has also made an impact on TikTok, achieving top product status within six weeks of launch, demonstrating the resonance of its proposition with beauty consumers in the UK.
Get The Diwali Gloss Up Look
Recreate the Diwali-ready look on-demand with #MakeupThatKares – products formulated with skin-loving ingredients like chamomile, marula oil, ceramides, lychee extract, and avocado butter to ensure a seamless blend of care, comfort and long-lasting wear.
Step 1: Illuminate
● Start by creating a lit-from-within base with the Illuminating Liquid Luminizer. Apply to the high points of the face – cheekbones, bridge of the nose and cupid’s bow. Blend seamlessly for a radiant, glossy-looking glow.
Step 2: Perfect Your Base
● Follow with the Hydra Cloud Full Coverage Cushion Foundation or Hydrating Foundation, blending evenly across the complexion for smooth, buildable coverage. The result? A fresh, perfected base that lets your glow shine through while keeping skin looking hydrated and radiant.
Step 3: Add a Flush of Colour
● Bring warmth and dimension to the complexion with the Velvet Creme Multi-Use Blush. Sweep onto the apples of the cheeks and blend upwards towards the cheekbones for a soft- focus flush that melts effortlessly into the skin.
Step 4: Create Eye-Catching Dimension
● Turn up the drama with the 12-in-1 Eyeshadow Palette. Blend a warm matte shade through the crease, then layer a luminous shimmer across the lids to create depth and a touch of Diwali-ready sparkle. Build and blend to your desired intensity.
Step 5: Define & Intensify
● Apply the 24H Kajal Eyeliner Duo. Define along the upper lash line and add a touch along the lower lash line, then softly smudge for a sultry, defined finish. For added drama, intensify the outer corners to take the look from glowing to show-stopping.
Step 6: Gloss It Up
● Complete the look with the NEW Hydra Luscious Lip Gloss Stain, combining juicy gloss and bold colour with a long-lasting stain for the ultimate festival-ready lips.
The Result? A radiant, glowing complexion paired with warm, dimensional eyes, a fresh flush of colour and juicy lips – the ultimate Diwali look, designed to glow from every angle.
Kay Beauty Product Portfolio:
● NEW Hydra Luscious Lip Gloss Stain: Juicy gloss, bold colour and long-lasting stain combine for featherlight shine with staying power.
● Illuminating Liquid Luminizer: High-performance liquid highlight melts effortlessly into skin for a dewy, pearlescent glow with no visible glitter.
● Hydra Cloud Full Coverage Cushion Foundation: Seamless, layerable coverage meets lightweight hydration, with a breathable formula that smooths on without caking or feeling heavy.
● Hydrating Foundation: Natural, hydrated dewy finish, lightweight second-skin feel and an ultra-creamy texture combine for comfortable, all-day wear
● 24H Kajal Eyeliner Duo: 2-in-1 kajal and eyeliner deliver versatile definition, intense colour and 24-hour staying power for expressive eyes with smudge-proof precision.
● 12 in 1 Eyeshadow Palette: Versatile shades, matte and shimmer finishes combine for endless eye looks, from subtle definition to bold, captivating colour.
● Velvet Creme Multi-use Blush: Creamy colour, seamless blendability, and a soft-focus finish combine for a natural-looking flush that flatters every skin tone.
Kay Beauty is available at all major Space NK stores across the mainland UK, online at spacenk.com and as kaybeautyUK on TikTok UK.
