The number of celebrity-led brands that achieve substantial and sustained success in India has remained limited, but among the few that have broken through, Katrina Kaif’s co-founded makeup label Kay Beauty stands far ahead. Launched in 2019 during the COVID-19 pandemic, the brand benefited from its online-only selling model at a time when most businesses were struggling across the country. Its strong digital presence helped it quickly establish a firm footing in India’s booming beauty and e-commerce market. Kay Beauty has now recorded an impressive 46 percent increase in gross sales compared to the previous year, once again proving its dominance in the celebrity beauty space. According to a recent report submitted to the National Stock Exchange by its retail partner, the brand clocked a Gross Merchandise Value (GMV) of Rs 240 crores in Financial Year 2025. By FY 2026, that figure rose sharply to Rs 350 crores. GMV represents the total value of products sold before deductions such as discounts or returns, making it a clear indicator of how widely a brand’s products are being purchased.
