Katrina Kaif Is Shaking Up The British Beauty Scene With Her Indian Make-Up Line Kay Beauty

Katrina Kaif needs little introduction, especially in the world I'm from. Growing up in a South Asian household, where weekends were spent with extended family who channel hopped between Zee Cinema, Sony Max and B4U, meant Kaif was a household name. The Bollywood megastar has put her name to countless productions including Namaste London, Dhoom, and my personal favourite Zindagi Na Milegi Dobara, and accumulated a flurry of industry-recognised awards along the way. Away from the camera, Kaif continues the graft and has established India’s fastest-growing celebrity-founded beauty line in just six years. And this week, she adds yet another accolade to the list as she takes her beauty brand global with the UK launch of Kay Beauty at SpaceNK.

The move is a historic one, marking the first time Space NK has brought an Indian brand into its circuit of 83 stores across the UK and Ireland, and one that directly caters to the growing South Asian demographic. But it was an intentional step for Kaif, 'Space NK has always been one of my most favourite beauty playgrounds, especially for discovering new brands, and for us to be the first Indian founded brand on their shelves is a moment of great joy for us,' she tells Grazia exclusively.

'For me, this partnership is about bringing something new and different to the UK beauty space. Kay Beauty reflects the richness of Indian beauty, its colours, its rituals, its sense of expression, but in a way that feels modern and global. At the same time our range is rooted in performance and care. Our products are created for long stay, comfortable wear, and that feel easy to wear every day. I think India is finding a powerful voice on the global beauty stage at the moment and there’s a growing demand for beauty that’s both culturally rich and globally relevant,' she says.

Kaif knows what she's talking about. Kay Beauty joins a growing line up of performance-driven, ingredient-savvy, culturally-conscious brands rooted in South Asian traditions and identities that are becoming increasingly popular in the UK's beauty retail scene, including expert haircare line Fable & Mane, Kama Ayurveda (which boasts a concession in Harrods and a standalone store in London's Notting Hill), and more recently Kulfi, an American-Indian beauty brand that took up residency at Space NK this summer.

That sense of identity and authenticity is at the heart of Kay Beauty. 'My vision for Kay Beauty was to create make-up that truly reflects us - inspired by the vibrancy of India and the richness of South Asian beauty. There is such a unique and expressive beauty culture here and I wanted Kay Beauty to carry that essence while still feeling modern and global through our innovations.'

Having spent years in the glam chair herself, Kaif forged an understanding of professional make-up artistry techniques, application methods and the formulas that could withstand the demands of a busy film set. So much so, she began to do her own make-up for films and stage shows, which is arguably the best lesson in product development. It was this first-hand experience that helped Kaif to cook up a line of hard-working, performance-based, long-wear make-up essentials that go big on highly blendable and buildable pigments that care for your undertone, all while being gentle, breathable and comfortable, which was an essential for Kaif's sensitive skin type. Look to the brand's Soft Matte Full Coverage Foundation, £18, Velvet Creme Multi-Use Blush, £14, and Ink Artist Gel Kajal, £9, as the proof.

But for Kaif, it doesn't all just boil down to products. 'Kay Beauty has always been about creating something bigger than myself. It has always been built with the community at its heart,' Kaif explains, 'From the very beginning, the vision was to create a brand that feels welcoming, celebratory, and empowering - a space where everyone can see themselves reflected. That’s why our values of performance, care, and inclusivity are present in everything we do, from products created with expertise in South Asian undertones, to all our campaigns, our initiatives like Kay Konversations and Kreate with Kay Beauty, which amplify diverse voices and nurture new talent. The spirit of Kay Beauty lies in building a collective identity, one that mirrors the vibrancy, individuality, and creativity of the community that interacts with it.'

Shop: The best Kay Beauty products

Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).