Kay Beauty Lands in the UK
Kay Beauty, the Indian makeup brand co-founded by actor Katrina Kaif and e-commerce giant Nykaa, is making its way to the UK. Launching exclusively at Space NK, the arrival will mark the British beauty retailer’s first Indian beauty brand.
The move reflects Space NK’s growing emphasis on international diversity, as well as the rising global ambitions of Indian beauty companies. Founded in 2019, Kay Beauty has built a loyal following in its home territory for its performance-led yet skin-friendly formulas, spanning lipsticks, foundations, and blushes. The brand blends modern product innovation with India’s longstanding beauty heritage, incorporating ingredients like chamomile, marula oil, ceramides, and lychee extract to nourish and enhance the skin.
The brand is rooted in Kaif’s own experience with beauty. “Kay Beauty celebrates the transformative power of beauty, encouraging self-expression and empowering people to feel confident in their own unique identity,” explained Kaif. “The brand grew from my personal journey, both as an actor and as someone who wanted to build a space where beauty feels approachable rather than intimidating — a space that inspires self-expression and where individuality is embraced.”
For Kaif, the Space NK launch marks a significant milestone for the brand. “It’s an iconic and highly respected beauty destination, and to be the first Indian brand on their shelves makes this moment incredibly meaningful,” she explained. “With the UK’s vibrant South Asian community and strong beauty culture, this is a powerful opportunity to connect with a global community that shares our values. We’re excited to share our skin-loving, high-performance formulas, and to continue championing inclusivity.”
“We’re thrilled to welcome Kay Beauty to Space NK as our first Indian brand,” said Margaret Mitchell, Chief Commercial Officer at Space NK. “The brand’s philosophy, rooted in authenticity, self-expression, and expert product design, aligns beautifully with what our customers are looking for. This launch allows us to better serve an incredibly important and growing community in the UK, while offering something genuinely unique and meaningful.”
Kay Beauty will debut in the UK with 197 products for the eyes, lips, and face. Among the hero products are:
- Hydra Crème Lipstick: A creamy, hydrating formula with hyaluronic acid, Moroccan oil, and lychee extract that delivers a rich colour payoff in one stroke. Available in 16 nude-to-bold shades to suit every mood and skin tone.
- Hydrating Foundation: A lightweight, buildable formula with a dewy, second-skin finish. Blends seamlessly to blur imperfections, lock in moisture, and deliver customisable coverage in 20 shades designed for every undertone.
- Velvet Crème Blush: A cream-to-powder blush that blends seamlessly for a soft-focus finish. Infused with green tea extract, its buildable formula adapts to all skin tones and comes in four versatile shades.
- 24HR Coloured Matte Kajal: An ultra-pigmented kajal with a smooth glide and 24-hour wear. Available in four matte shades designed for deeper skin tones, they deliver bold colour that won’t smudge or fade.
The timing of the launch signals a broader industry shift. British Asian consumers make up a significant share of the UK market, but few mainstream retailers have spotlighted brands created specifically with them in mind. Kay Beauty’s arrival, alongside the UK launch of Kulfi this month, suggests the gap is beginning to close.
Kay Beauty launches 3 September at select Space NK stores and online at spacenk.com. The brand is also available in the US via amazon.com.