Katrina Kaif launches Kay Beauty in partnership with Nykaa

EE News Desk Oct 23, 2019

Bollywood actor Katrina Kaif launched her beauty brand Kay Beauty, in partnership with India’s largest beauty retailer, Nykaa, in an unprecedented pan-India launch across 50 Nykaa stores and on the Nykaa website and app. Kay Beauty is created by Katrina with a vision to deliver high-performance, long-lasting, ultra-glam makeup products that also care for the skin. The launch collection will feature lip, eye and brow products to create 3 beauty trends - Perfecting The 3D Lip, The Art of Sultry Eyes, and Natural Ombré Brows

As an actor, having experienced long hours of shooting, with constant touching-up of makeup, Katrina wondered if she could create a makeup product that was long-lasting, looked ultra-glam but at the same time cared for her skin. Thus was born the idea of #MakeupThatKares, a makeup collection where each product has specific ‘care’ ingredients to nourish the skin, while at the same time delivering a longwear, high performance finish. This led her on a journey to discover ingredients that could be fused with makeup to repair and enrich the skin. After months of testing and refining every aspect of every product, from ease of application to colour payoff, texture and shade range, Katrina felt that this collection was a part of her and extended her name to it, calling it ‘Kay’.

Katrina Kaif says, “As a person, I’m very demanding of myself, always pushing for more. Kay Beauty has been created with this same rigour, asking a very demanding question - how can we get more out of makeup? The answer that the collection offers is a unique formula of makeup products that are long-lasting and ultra-glam, and that cares for your skin. Each product is infused with ‘kare’ ingredients so that you can indulge in makeup without any guilt. It was also very important for me that the collection was versatile enough to cater to different skin tones, ages and emotions. With the range of shades and buildable formulas every woman can find their look, whether it’s quick glam or ultra-luxe. I’ve taken all the knowledge I’ve gained in my career and put it into these products. I hope that they give you the tools to explore your creativity and celebrate your own unique idea of beauty.”

Falguni Nayar, founder & CEO, Nykaa, "The launch of Kay Beauty is a proud moment for Nykaa as India’s first celebrity beauty brand. I have always been an admirer of Katrina’s independent spirit and was inspired by her vision to create this unique collection. Over the past two years, Katrina and the team have worked with relentless passion and dedication to bring this vision to life. We are constantly looking at innovative beauty solutions to offer our customers and Kay Beauty will add a new facet to the Nykaa conversation."

Reena Chhabra, CEO, Nykaa Brands, "Bringing Kay Beauty to life has been an amazing journey to witness Katrina’s passion, care and commitment to each product. These unique formulas meet her exacting demands for products that are high performing, professional and ultra-glamorous, all while caring for the skin. The beauty trends she identified can easily be decoded with these easy-to-use, buildable formulations. Her heart and soul is in every product and we look forward to growing the collection with her to a full-fledged luxury beauty brand for the Indian audience.”

Kay Beauty features Kolor, Kover and Kare ranges, where Kolor represents the colour cosmetics with eyes, lips & nails, Kover will include high performance face products and Kare encompassing the nourishing ingredients. The collection launches with a 48-piece collection of versatile eye and lip products from the Kolor category. The minimalist outer packaging etched in a delicate K monogram represents a white canvas suggesting that beauty is what each woman wants it to be.

Campaign Link- https://www.instagram.com/p/B36JPKkgRzA/?igshid=4jglers775xm

Katrina Kaif on Kay Beauty and on partnering with Nykaa

I could imagine no better beauty partner in India than Nykaa to launch this brand. Not only do they have a deep understanding of their consumers, but also this amazing reach which will allow Kay Beauty to be available to everyone across India.

#KayOnTheGo

For the first launch, we’ve focused on #MakeupOnTheGo - products that are easy to use, wit buildable formulations. A defining lip, with a kajal and eyebrow definition can give you an instant and easy transformation! I’ve picked out 3 trends in each category which I’m really excited for you to try!

For the lips, there’s the #PerfectingThe3DLips to be created the Matteinee Lip Crayons, Maestrobe Metallic Lip Toppers and Maestrobe Metallic Lip Toppers. It’s a little trick I’ve learned to make the lips fuller and add a little contour drama. You start with a darker liner on the edges, fill in with the crayon and then highlight in the centre with the topper.

For the eyes, we've introduced three products to get the #TheArtOfSultryEyes. For my signature kohl-rimmed look, I use the Kohl Star 24 Hour Kajal which glides so easily and lasts all day. To up the glam factor, I recommend a graphic line with the Ink Artist Gel Kajal for a high impact gel finish. As an evening cocktail look, I would use the High Drama Smoky Kajal with smudger for a smokey finish.

One of the first things I learnt when working with makeup artists is that your face is never really finished without defining your brows. For this, one colour is never enough! That’s why we’ve introduced 3 shades of the Studio Eyebrow Definer Pencil so you can get #NaturalOmbre Brows. I have always been a fan of natural brows and the best part about this pencil to powder formula is that it helps you mimic natural hair-like strands.

#KayToBeYou

I was very fortunate to be able to work with the very talented Zoya Akhtar who wrote the film ‘#ItsKayToBeYou’ to tell the story of Kay Beauty. The film brings together women across very professions who have excelled in their fields through sheer grit and determination - to highlight the message that beauty is really about being you! A big thank you to Saina Nehwal, Nayanthara, Kusha Kapila, Raja Kumari, Jannat Zubair and all the others who joined me in bringing the message of Kay Beauty alive in this beautiful story!