Kay Beauty, co-founded by Bollywood actor Katrina Kaif in partnership with Nykaa, has launched Kreate with Kay Beauty, a program aimed at providing aspiring makeup artists with professional training and industry exposure. The initiative, in collaboration with the Daniel Bauer Hair & Makeup Academy and Salaam Bombay Foundation, claims to bridge the gap for individuals who have talent and passion but lack access to formal education in the beauty industry.
According to the company, five candidates were selected through a screening process that prioritised both skill and financial challenges. Over six months, they received hands-on training in makeup techniques, industry standards, and portfolio building at the Daniel Bauer Hair & Makeup Academy. The program also emphasised professional development, including working on film and fashion sets and leveraging social media for career growth, the company said.
Speaking about the initiative, Katrina Kaif stated, “We wanted to create a platform where talent is nurtured and opportunities are accessible to all. Seeing these artists refine their craft and step into their potential has been truly inspiring.”
Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, added, “Through Kreate, we aim to empower exceptional talent by giving them the skills and confidence to build sustainable careers.”
For the participants, the program has already begun to open doors. Shama Munawwar Ali Shaikh, one of the selected artists, recalled her struggles before joining Kreate: “I always wanted to be a makeup artist, but courses were too expensive. Now, I feel confident in my skills. Seeing my parents proud at the graduation ceremony was an unforgettable moment.”
Another participant, Sarita Premsagar Bharti, who had previously struggled to find stable work in the industry, said, “This training gave me exposure and confidence. I have started working on fashion shoots and assisting makeup artists in film and TV.” Pranali Subhash Goregaonkar, who has already begun taking on professional assignments, said her ultimate goal is to “start my own makeup academy to help others, just like I was helped.”
Kreate with Kay Beauty is the latest initiative under #Kare, Kay Beauty’s corporate social responsibility program. The brand previously supported rural employment projects and pandemic relief efforts. The initiative reflects a growing trend of beauty and fashion brands using their platforms for skill development and industry inclusivity. With programs like Kreate, the question remains whether similar initiatives could be scaled further to provide long-term industry-wide change for aspiring professionals in India’s rapidly growing beauty sector.
