The number of celebrity-led brands that achieve substantial and sustained success in India has remained limited, but among the few that have broken through, Katrina Kaif’s co-founded makeup label Kay Beauty stands far ahead. Launched in 2019 during the COVID-19 pandemic, the brand benefited from its online-only selling model at a time when most businesses were struggling across the country. Its strong digital presence helped it quickly establish a firm footing in India’s booming beauty and e-commerce market.
Kay Beauty has now recorded an impressive 46 percent increase in gross sales compared to the previous year, once again proving its dominance in the celebrity beauty space. According to a recent report submitted to the National Stock Exchange by its retail partner, the brand clocked a Gross Merchandise Value (GMV) of Rs 240 crores in Financial Year 2025. By FY 2026, that figure rose sharply to Rs 350 crores. GMV represents the total value of products sold before deductions such as discounts or returns, making it a clear indicator of how widely a brand’s products are being purchased.
Katrina has also been expanding Kay Beauty’s global footprint. After announcing its UK launch in September, the brand continues to maintain a strong presence in the Middle East as well.
In a recent interaction with Outlook, Katrina revealed that she personally tests every new formula before launch. 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 several celebrity-led brands entered the beauty market in recent years, not all have reported similar results. Deepika Padukone’s skincare label 82°E declared net losses of Rs 12.3 crore in FY 2025. On the other hand, Masaba Gupta’s LoveChild Masaba posted revenues of Rs 115 crores, and Kriti Sanon’s skincare brand Hyphen is valued at Rs 207.5 crores.
Despite the competition, Kay Beauty remains the strongest performer in the segment—leading not only in scale but also in year-on-year growth, reaffirming its position as India’s most successful celebrity beauty brand.
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