Katrina Kaif's Kay Beauty's Success, India's First Celebrity Beauty Brand Worth Rs. 200 Cr Revenue

Katrina Kaif is one of the most promising actresses in the Bollywood industry. The diva never misses a chance to leave her audience awestruck with her charming beauty and amazing dancing skills. Despite being an outsider, Katrina not only managed to make a foothold in the industry but is also one of the top-paid actresses in Bollywood.

After her Bollywood debut with the film, Boom, Katrina fetched her first Telugu film, Malliswari, opposite Venkatesh Daggubati. With films like Namastey London, Jab Tak Hai Jaan, Partner, Ek Tha Tiger, Agneepath and many others, Katrina established herself in the industry. Such was her celebrity status that for her item song, Chikni Chameli, she was reportedly paid a whopping amount of Rs. 3.5 crore.

As per multiple reports, Katrina charges Rs. 10 crores to Rs. 12 crores for a film and is one of the few actresses who is paid equally to her male co-stars. Katrina’s acting projects undoubtedly contributed significantly to her net worth, but it is her business venture, Kay Beauty, that propelled her wealth. Let us read on to know more about the actress’s beauty brand.

Katrina Kaif’s Kay Beauty is the first celebrity-owned beauty brand

In 2019, Katrina Kaif entered the world of entrepreneurship by launching her cosmetic brand, Kay Beauty. She launched her brand in collaboration with Falguni Nayar, CEO and founder of Nykaa. In the glamour world, where heroines are often accompanied by their army of makeup experts, Katrina frequently does her own makeup and possesses a good knowledge of all the products.

Kay Beauty is India’s first celebrity-owned beauty brand. The brand holds a special place in people’s hearts despite having tough competition in the market. The brand's tagline, ‘It’s Kay to be You’, emphasises self-acceptance and empowerment.

Katrina Kaif turned her passion for makeup into a business venture

Katrina Kaif has always been drawn to makeup since she was a teenager. Even in the early stages of her career, Katrina experimented with products and gained a fair understanding of them. She did her own makeup for songs like Sheila Ki Jawani and Chikni Chameli. Her love for makeup gave birth to her business venture, Kay Beauty.

Kay Beauty’s GMV (gross merchandise value) of Rs. 170 crores

Following the launch of Katrina’s Kay Beauty, the brand established a foothold in the beauty and skincare industry. From kohl, blush, and foundation to lip oil, tints, and eye shadow, every product from the brand became an instant hit. Within four years, Kay Beauty's annualised GMV was around Rs. 170 crores.

Kay Beauty achieved a revenue of Rs. 200 crores

Katrina Kaif’s brand, Kay Beauty, slowly expanded its reach to over 300 retail stores in more than 1600 cities. From an initial annual revenue of Rs. 120 crores, the brand broke all records when it achieved a huge revenue of Rs. 200 crores in 2024.

What was the reason for Kay Beauty’s instant success?

Since Katrina launched Kay Beauty, several other celebrities also followed in her footsteps and launched their own beauty and make-up brands—Deepika Padukone’s 82°E, Sonakshi Sinha’s press-on nails with Soezi, Priyanka Chopra’s haircare line Anomaly and Masaba Gupta’s makeup brand, LoveChild.

Apart from the widely available products, it is the affordable pricing of Kay Beauty, which made it a successful venture. An average product of Kay Beauty is priced at Rs. 299 which makes it accessible to a middle-class consumer, whereas, the other celebrity-owned products start with Rs. 2,500 and goes up to Rs. 4000.

Another reason for the success of Katrina’s Kay Beauty is that the brand has positioned itself for all Indian skin types. Apart from this, unlike other celebrity-owned beauty products, where the celebrity is missing from promotional events, Katrina actively promotes all her products and even collaborates with influencers.

Katrina Kaif’s Kay Beauty is a leading brand in the Indian beauty and wellness market. It has solidified her status as a leading entrepreneur in the business world.

Also Read: 20 Fashion And Beauty Brands Owned By Bollywood Celebs: From Deepika's '82E' To Alia's 'Ed-A-Mamma'

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