Meet The Bollywood Icon Whose Beauty Brand Is Taking Over The UK
THE STORY
Kay Beauty was born out of my desire to create make-up that felt personal – it needed to celebrate individuality but also perform really well. Over the years, I’ve spent so much time in make-up chairs on film sets, working with incredible make-up artists, and that process was both empowering and fascinating. I learnt so much about technique, application and attention to detail – what textures work, which pigments are buildable and the formulas that actually last during long hours under harsh lights.
Doing my own make-up taught me what I needed from my products. I often did my own make-up for films, which gave me a lot of practical knowledge about what works – lightweight, breathable, long-stay formulas that deliver without feeling heavy on the skin. At the same time, I realised how many people struggled to find shades that truly complemented their complexion, especially South Asian skin tones.
My vision has always been to create make-up that performs properly but feels effortless. I wanted Kay Beauty to be inclusive, celebratory and rooted in self-care – make-up that encourages self-expression, feels fun and is never intimidating. That’s how #MakeupThatKares was born – products that work hard but also nourish the skin, with ingredients like chamomile, marula oil, ceramides, lychee extract and avocado butter.
THE ETHOS
What sets Kay Beauty apart is its philosophy. I wanted to create a professional brand that still feels approachable and intuitive. Every product is designed to elevate your everyday routine while giving your skin the care it deserves.
I wanted the brand to reflect the vibrancy and diversity of India – from our festivals and cinema to our artistry and colour stories. Our campaigns and shade ranges are thoughtfully curated to complement a wide variety of skin tones while embracing self-expression.
Authenticity and inclusivity have always been a non-negotiable part of Kay Beauty. I wanted it to represent real people and to create products that feel meaningful, luxurious, and accessible. At our core, we’re about trust, care, performance and celebrating who you are.
THE HERO PRODUCTS
These strike the perfect balance between rich colour and the comfort of a balm. They deliver intense pigment payoff but feel hydrating enough for all-day wear.
I love this formula’s buttery-soft texture. It gives you that instant, natural flush that brightens up your entire face. It’s incredibly versatile too – you can keep it soft and subtle or build it up for extra impact.
Our kajals now have a cult following. They’re long-stay, smudge-proof and transform your eyes in seconds. Infused with chamomile and ceramides, they’re gentle enough for daily wear yet bold enough to create a dramatic look.
This one was so important to get right. I wanted a formula that offered natural, buildable coverage while feeling seamless on the skin, even after long hours of wear. Perfecting the shade range for Indian and warmer skin tones was crucial, and it’s become one of our core products.
THE APPLICATION TIPS
For everyday, I like to keep it simple – I use the Hydra Crème Lipstick for hydration and colour and add a touch of the Velvet Crème Blush to instantly brighten up my face. Those two are always in my bag. For red-carpet moments, I go bolder. I love using our Gel Eye Pencils to define my eyes and create depth, paired with one of our richer lipstick shades for a powerful finish.
I often use the Velvet Crème Blush on both my cheeks and lips – it pulls the whole look together. When I wear kajal, I pair it with a soft nude lip – it’s such a classic, elegant combination. Sometimes I mix liquid highlighter into my foundation to create a natural, radiant glow without it looking overdone. More than anything, I want make-up to feel playful and uncomplicated.
THE FUTURE
Launching Kay Beauty at Space NK has been one of the biggest milestones of this journey. When we started, my dream was to create a brand that would resonate globally while staying true to its heritage and roots.
Seeing the brand on international shelves is incredibly special – but this is just the beginning. As we grow, we want to continue expanding thoughtfully, introducing innovations that care for the skin and creating products that empower people everywhere to express themselves.
Find Kay Beauty at SPACENK.COM & follow @KAYBYKATRINA
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