The beauty market is witnessing the growth of several celebrity-owned brands. From make-up and skincare to haircare and wellness, Bollywood actors have turned entrepreneurs and started their brands. One such actor is Katrina Kaif – Her brand Kay Beauty stands out from the crowd. In 2019, Katrina Kaif turned her passion into a business, and her brand Kay Beauty partnered with Nykaa. In just four years, Kay Beauty has become one of the favourite brands among millennials and GenbZ. In an exclusive interview with financialexpress.com’s Eshita Bhargava, Katrina Kaif spoke about Kay Beauty, her entrepreneurial journey, Bollywood, Tiger 3, and more.
Kay Beauty has become an essential part of almost every woman’s make-up routine. How does it feel to see your brand grow?
Thank you for your kind words, and I am truly thrilled to celebrate these four remarkable years of Kay Beauty. It has been an incredible journey, and I feel grateful for the immense love and support we have received from our Kay Beauty community. Watching Kay Beauty grow so rapidly and become an essential part of so many consumers’ beauty routines, is a dream come true. This brand was born out of that passion; it is heartwarming to see it resonate with people. Every day, I am inspired by the stories and feedback our customers share with us. Even our recent launches such as the Lip Oils which sold out in just a day, and now the fourth-anniversary special drop of Lip Plumper and Lip Tints are receiving immense love. As we move forward, we will continue driving key innovations and beauty trends thereby creating products that make our consumers feel their best. The journey has been amazing, and there is so much more to come, we cannot wait to share it with you all.
What are the challenges you’ve faced in the initial days and how things are now?
I would say more than challenges, we focused on identifying the key gaps in the market or pain points for the consumers, and thereby creating an offering that would cater to them. There was a gap in the market where we had the opportunity to offer a wider range of shades for all Indian skin tones, along with the right consistency and the right formulations. All our products at Kay Beauty are infused with skin-loving ingredients bridging the gap between high-performance makeup and skincare. Priority number one was to create products that perform well while preserving the natural texture and moisture of your skin. During the entire process of creating Kay Beauty, there were countless meetings and sessions over a few years, where we would evaluate the texture of every product, and spend time perfecting the formulations. For example, we looked at eyeshadow textures and colours, the right lipstick shades for all Indian skin tones, the right foundation shades, or perfecting the blush and the shades portfolio, amongst other factors. I wanted to offer premium makeup that cared for the skin but was also high-performance and would deliver on its promise of colour, texture, and quality while being accessible to everyone. I am fortunate to have an incredible team that completely understands my vision and helps me realize it brilliantly, and that makes all the difference.
What made you come up with a beauty brand?
What drove me was my absolute love and passion for make-up! As an actor, throughout my career, I have been a muse and a consumer of multiple brands that are available in the Indian market or globally. Experimenting with lipsticks, colours, and textures – was something I was enthusiastic about right from an early age. I have had the chance to work with some of the best makeup artists, as well as doing a lot of my make-up throughout my career. I have always been interested in what goes into the product that I am using, or why a particular product works for me. Even today, I will sit and discuss with the makeup artists – why do you use this foundation? What undertones are these? What is this brush for? Which texture do you like? These are the conversations, I think, that have helped me build my knowledge of make-up over the years.
How do you ensure inclusivity and sustainability in the products?
Inclusivity is not just a buzzword for the brand but has been an essential pillar since its inception. Kay Beauty is an inclusive brand built for all genders, skin tones, skin types, and age groups. The inclusivity-first approach applies to everything in the brand’s universe – Right from creating a product portfolio of large shade profiles and textures to suit all Indian skin tones and types, to the communication across all campaigns on our platforms. As a brand we offer a safe space where people feel they are completely free to be whoever they are, and that encourages individuals to be confident in their skin.
How did you decide to launch a beauty brand and how has your entrepreneurial journey been so far?
While acting has been my primary passion, I decided to venture into the world of beauty because it is closely intertwined with self-expression and confidence. It is not just about looking good; it is about feeling confident and empowered. I wanted to create a brand that celebrates and enhances every individual’s uniqueness. Like any entrepreneurial journey, we have faced our fair share of challenges, from product development to market competition. However, these challenges have only strengthened our resolve to succeed and grow.
Katrina, when a brand is launched by an actor, there’s always an added responsibility to deliver. Did you feel that pressure?
Every brand has a responsibility to deliver to its consumers, but there is a heightened sense of responsibility that comes with launching a brand as an actor. People have certain expectations, and they look up to you for quality and authenticity. I felt that pressure, but I also saw it as an opportunity to create something meaningful. I am deeply involved in every aspect of the brand, from product development to marketing, to ensure that it truly reflects my values and vision. This firsthand approach allows me to maintain the authenticity that is so important in the beauty industry. My passion is what pushes me to work harder, innovate, and deliver the best possible products and experiences to our customers. I see it as a challenge, one that motivates me to exceed expectations and continue growing and evolving the brand.
Do you have any plans to come up with products for men?
Makeup for all is what we have always believed in at Kay Beauty. So, our products are created for all consumers regardless of their gender.
How involved are you with the ideation and then execution?
As a co-founder of the brand, I need to be involved in the entire journey of the brand. I align with my Kay Beauty team at every step – whether it is the product portfolio, formulations, growth, marketing, or messaging of the brand, and for what we stand for. During the entire process of creating Kay Beauty, there were countless meetings where I would evaluate the texture of every product that we were looking to offer as a part of our range. I am always very particular about all the points that I have learned about makeup throughout my career since it is such an integral part of a professional actor’s daily routine. What makes us proud is not just our products, but the way we connect with our customers. We listen to them, value their opinions, incorporate consumer feedback, and make sure they feel heard and appreciated.
I want to know how your journey has been so far. I’m sure you’ve had your struggle, tough days but what kept you going?
My journey in the industry has been marked by both challenges and successes. I’ve consistently viewed these experiences as opportunities for personal and professional growth. The most significant lesson I have learned is the importance of authenticity and staying true to my passion and craft. And to keep evolving, we evolve as people and that must show in one’s journey as an artist.
Do you still get nervous before the release of your film? What does the box office mean to you?
Yes, I do experience a certain level of nervousness before a film’s release. I see it as a natural process because you are so invested in every movie you do and, also, a constructive aspect of
my commitment to my films and my audience. The box office performance is always important as it shows you that the audience is connected to the story and characters.
What is your beauty routine like?
I start my mornings with two glasses of warm ginger water. After that, I love doing a facial massage as that wakes up your skin and increases circulation. It is so underrated! It is wonderful for the contours of your face. For a natural-looking flush, I just add a pop of the Kay Beauty Creme Blush in the shade Sweetheart Pink which is also our most loved product by consumers and then I put on the Matte Drama Lipstick in the shade Snapshot which is the perfect nude for any occasion – and voila, I am ready to take on the day!
What’s next? In terms of Kay Beauty and films.
Looking ahead, there are exciting developments in store for Kay Beauty! We have an exciting roster of new product innovations and trends, and we will continue expanding our market presence to reach a wider customer base across the country. In terms of my upcoming films, I am looking forward to the release of Tiger 3 on November 12. The Tiger franchise is so close to my heart, and I am excited to see the audience’s response. Post that I will gear up for the release of Sriram Raghavan’s MERRY CHRISTMAS in December.
