Indian actress and entrepreneur Katrina Kaif has travelled to London to celebrate the first anniversary of Kay Beauty’s UK launch, marking a significant milestone in the brand’s international expansion. The celebration took place at Space NK’s flagship store at Oxford Circus, bringing together the brand’s growing UK community.
Co-founded by Katrina Kaif and Nykaa, Kay Beauty entered the UK market a year ago with a focus on high-performance products, skincare-inspired formulations and inclusive beauty. Since its launch, the brand has continued to strengthen its presence in the UK beauty market.
Celebrating a Successful First Year
To mark the occasion, guests gathered at Space NK for an afternoon celebrating beauty, creativity and Diwali-inspired glamour. The event featured an exclusive masterclass demonstrating how to create Kay Beauty’s signature Diwali ‘Gloss Up’ look. Katrina also spoke about her personal beauty journey, the inspiration behind the brand and the importance of self-expression through makeup.
Katrina Kaif, Co-Founder of Kay Beauty, said the brand was founded on the belief that beauty should be inclusive, personal and accessible. She highlighted the importance of developing products with South Asian skin tones and beauty needs in mind, adding that the positive response in the UK had been particularly encouraging.
She also praised Space NK for providing a platform for the brand to connect with beauty enthusiasts and the South Asian community. Looking ahead, Katrina expressed her ambition to continue promoting representation, innovation and individuality through the brand’s global expansion.
Adwaita Nayar, Co-founder and Executive Director of Nykaa and CEO of House of Nykaa, described the brand’s first year in the UK as an encouraging step towards establishing an Indian beauty brand with international appeal.
She highlighted Kay Beauty’s performance at Space NK, where its products became bestsellers, and its achievement of reaching top-product status on TikTok Shop within six weeks of launch. The brand’s recognition as Best New Brand at the CEW UK Consumer Choice Awards 2026 was another significant achievement. Nayar added that the company would focus on strengthening relationships with UK consumers and developing products that combine performance with care.
From Indian Success to Global Growth
Since its launch, Kay Beauty has developed from a celebrity-backed collaboration into a profitable and expanding beauty business. The company reports an annualised net sales value (NSV) run rate of ₹300 crore, approximately £24 million, and achieved profitability within its first year of operations.
With nearly three million consumers in India, Kay Beauty has established itself as a leading celebrity-founded beauty brand, combining contemporary innovation with Indian beauty traditions to create skin-friendly products for diverse complexions.
Growing Presence in the UK Beauty Market
Kay Beauty’s partnership with Space NK has played an important role in its UK growth. Following its launch, the brand ranked among the top five brands across Space NK stores, while its 24H Kajal Liner has continued to perform strongly in the retailer’s eye makeup category.
The brand has also gained traction on TikTok Shop, achieving top-product status within six weeks of entering the platform.
As Kay Beauty enters its second year in the UK, its focus remains on expanding its consumer base, championing inclusive beauty and strengthening its position in the international market. The anniversary celebration reflects the brand’s progress in bringing an Indian beauty perspective to a wider global audience.
However, the initiative comes amid continuing controversy over DEI policies, with critics arguing that diversity programmes can undermine merit-based recruitment. Rowley described the debate as increasingly toxic and urged leaders in both the public and private sectors to defend practical measures that deliver results.
The Met has faced longstanding criticism over racism and discrimination. The 1999 Macpherson inquiry found the force institutionally racist following serious failings in the investigation into the murder of black teenager Stephen Lawrence. More recently, the 2023 Casey review identified institutional racism, misogyny and homophobia within the organisation. Rowley accepted that systemic bias existed but disputed the use of the term “institutional”.
Further concerns emerged last year after officers at Charing Cross police station were recorded making racist, anti-Muslim and sexist remarks, alongside comments about excessive force and a rape complaint.
Leroy Logan, a former Met officer and the first chair of the force’s Black Police Association, expressed doubts about whether he would join the organisation today. He argued that persistent cultural and leadership problems had damaged its reputation and undermined confidence among black communities.
Logan warned that public statements alone would not persuade more people to join, stressing that meaningful cultural change and fair treatment were necessary to rebuild trust.
Despite the criticism, Rowley says he will continue pursuing recruitment reforms, maintaining that greater representation is essential to effective policing and stronger relationships between the Metropolitan Police and London’s diverse communities.
