New Delhi — Katrina Kaif’s beauty label, Kay Beauty, has crossed ₹350 crore in gross sales (GMV). The figure underlines the brand’s rapid rise in India’s competitive celebrity beauty brands segment. The number refers to gross merchandise value — not net profit or company revenue. Kay Beauty launched in 2019 in partnership with retail giant Nykaa. The brand focused on inclusive shades and day-to-day performance. It has since expanded its product range and distribution. Nykaa owns a majority stake in the venture.

Nykaa and market reports show Kay Beauty hit about ₹240 crore GMV by March 2025. The brand then scaled quickly. Its annualised run-rate moved north of ₹350 crore this year. That equals roughly a 46% jump year-on-year in reported gross sales. Industry watchers call Kay Beauty a rare success in celebrity-led cosmetics. Many celebrity labels struggle to convert star power into sustained sales. Kay Beauty bucked that trend. It combined accessible price points with product performance and wide distribution.

Gross sales of ₹350 crore show strong consumer demand. GMV captures the total value of products sold through all channels. It measures scale and market traction. But GMV is not the same as net revenue to the company. Analysts and investors watch both metrics. For brand owners, high GMV helps negotiate better shelf space and marketing support. For Nykaa, Kay Beauty’s growth supports the platform’s beauty category. Nykaa has reported rising customer numbers and strong beauty sales this fiscal year. That tailwind has helped Kay Beauty scale rapidly.

How Kay Beauty scaled

The brand followed a mixed channel strategy. It sold heavily online through Nykaa. It also expanded offline into more stores. The company ramped up SKUs and shade ranges. It tailored launches for Indian skin tones. These moves widened its addressable market.

Marketing played a role. Katrina Kaif’s visibility helped with initial awareness. But product reviews and repeat purchases sustained growth. The brand leaned on influencer campaigns and performance claims. That combination converted trial into loyalty. Several reports note improved repeat rates and larger basket sizes.

Global push and retail partnerships

Kay Beauty did not stop at India. The brand entered the UK market via Space NK. It also explored other international corridors where the South Asian diaspora buys Indian beauty. Global retail tie-ups signal that Kay Beauty aims to be more than a domestic success. International availability boosts brand prestige. It also creates new growth levers. But global expansion brings costs. Margins can tighten while the brand builds awareness overseas. Observers say Kay Beauty will need disciplined pricing and localised marketing to succeed abroad.

How Kay Beauty compares with other celebrity brands

Celebrity beauty labels in India have varied outcomes. Some post heavy losses. Others report modest success. Kay Beauty’s GMV places it among the top celebrity-owned brands in the country. Yet comparisons depend on the metric used — GMV, net revenue, profitability, or market reach. Reporters caution readers to compare like-for-like figures. For context, previous filings and media reports showed other celebrity brands reporting losses or lower revenue figures. Kay Beauty’s growth and reported profit signals a healthier business model than many peers. Still, long-term leadership depends on margin management, product innovation, and channel economics.

Market impact and outlook

The Indian beauty market is growing fast. Premiumisation and product diversity drive category expansion. Kay Beauty benefits from both trends. Nykaa’s expanding customer base and faster delivery network add operational support. Analysts expect further growth but advise caution on headline claims. Risks include rising competition, input-cost inflation, and international retail challenges. A slowdown in consumer discretionary spending could also temper growth. On the positive side, strategic launches and wider offline presence can sustain momentum.