Katrina Kaif is a British actress who works in Bollywood (Hindi Movies). Her huge success as an actress and the stereotype of celebrities owning a brand is not a new one.
In this article, you will come to know about Katrina’s business in the beauty industry and much about the brand, products, growth, marketing and content strategies that helped the business to grow.
Katrina introduced Kay Beauty in 2019 in a tie-up with Nykaa the best and largest Indian beauty and personal care brand. Katrina was much passionate but makeup products and being in the entertainment industry for 20 years has made her gain more knowledge about the products.
When she wanted to turn her passion into a business she sought Falguni Nayar, and with two years of research, idea and implementation, Katrina teamed with Nykaa and came up with Kay Beauty brands.
Let us explore this beauty brand – Kay Beauty owned by one of the popular beauty queens of Bollywood – Katrina Kaif.
It was introduced by the Bollywood actress Katrina in the year 2019. They had a series of makeup products and they all set out with a message that “ItsKayToBeYou.” Meaning that the makeup should make you add a little sparkle here and there but not veil your true beauty inside and add it as a mask over your natural self.
The brand has been creating an impact on the users irrespective of age, gender, colour and identity. The brand emphasises the main thing which you need every day is – self-love.
They have varied products starting from skincare, makeup, haircare and personal care. Their product’s price starts from 500 bucks to 4000 bucks and they are prominently sold on beauty brand’s website like Nykaa, Amazon, Flipkart, Lifestyle stores and in much more places.
Kay Beauty By Katrina Kaif
KayByKatrina is the Instagram page of this beauty brand. Katrina along with her celebrity friends shows up in this ad campaign to show people are different in attitude, personality, skin tone, nature and ability. That’s what makes each one different from one another and makes one unique and true to their personality. This modern beauty brand emphasises the message it’s okay to be you.
Growth of Kay Beauty
Katrina shows up with her brands and influences people to use her products with various approaches. During the pandemic, the brand initiated the users to focus on skincare with skin care products. Encouraging them to use it and keep their skin healthier.
The following year it focuses on people with different identities to try makeup and skincare. They also focused on queer men using makeup products and continued to do in the year 2021 – 2022.
Beauty brand products and ads mainly focus on women alone. But it breaks this gender and identity stereotype and has been featuring the other community people as well. This was welcomed by the masses and the particular community people as well.
Celebrity Beauty Brand – Content Strategy
The Kay Beauty owner, brand ambassador, and the face of the brand, Katrina Kaif uses unique ways to feature her brands and make them sell. She gives a beauty guide on Nykaa’s YouTube channel as she has been in partnership with Nykaa for her brand.
Other than this she also talks about her brand on other platforms like Vogue India. She has a huge followers on social media with the highest number of followers of 72.7 million.
Growth of Kay Beauty
This beauty brand launched “Kay Konverstations” on its first anniversary where they featured shared stories of some influencers and actresses.
The campaign was a hit and the brand kept on using this tag to promote inspiring stories that empower women. Following this they also introduced many skin care tips and how to use the products through videos and reels.
Other than these they also focus on the needs of young minds and they find a way to connect with them through pop culture references and more. This eventually attracts the attention of the GenZ which in turn helps the growth of Kay Beauty.
Kay Beauty Store
They initiated the marketing through ecommerce platforms like Nykaa, Amazon, Flipkart, Purplle and Myntra. Later they also focused on offline stores. Kay Beauty store is over 100 places in India and they deliver their products to over 1600+ cities. The product is also available in Nykaa stores as well.
Kay Beauty by Katrina Kaif has created an impression among its users to take care of their skin and also gave them the confidence to love their skin and embellish them. The brand has also set out to be unique by providing premium products that give you the perfect and the best look. They also look after sustainability and give the impression that they “Kares” with their products.
If you find this article interesting like it and share it with your friends who might find this article helpful. And don’t forget to subscribe and follow Ecom News for getting more details on ecommerce.
What is Kay Beauty?
It is a cosmetics brand founded by actress Katrina Kaif. It offers a range of makeup and beauty products.
When was Kay Beauty launched?
It was launched in the year 2019, partnering with the Nykaa brand.
Are Kay Beauty products vegan?
Yes, some of the products of Kay Beauty are vegan while not all the products come under vegan. It is not a 100 percent vegan product.
What types of products does Kay Beauty offer?
They offer skincare, haircare, and makeup. Their products are all maintained with premium quality that enhances your skin and looks.
Where can I purchase Kay Beauty products?
You can get the products on all the online beauty brand platforms like Nykaa, Amazon, Flipkart, Myntra and so on.
Does Kay Beauty provide any tutorials or beauty tips?
Yes, Katrina, herself and also famous artists share beauty tips and tutorials with their brands. This helps the customer to gain more knowledge about the product and their usage and most importantly its benefits.