Nykaa has made its first major international move by introducing its celebrity-backed brand, Kay Beauty, in the United Kingdom. Partnering exclusively with premium retailer Space NK, this expansion marks a milestone for Indian beauty brands on UK shelves, offering both in-store and online visibility for British shoppers and the South Asian diaspora.
Launch Highlights
Kay Beauty is now available at 13 select Space NK stores and on the retailer’s e-commerce platform. The launch, which began in early September 2025, features dedicated in-store displays and a brand-specific page online to attract attention and encourage trial among new consumers.
Significance of the Launch
This is the first time Space NK has carried an Indian-founded beauty brand, highlighting the growing global demand for inclusive and high-performance Indian beauty labels. For Nykaa, this step is part of a broader global strategy to scale its owned brands, with Kay Beauty positioned as the flagship label to lead international growth.
Product Range
The UK launch includes approximately 197 products spanning complexion, lips, and eyes. Hero items such as hydrating foundations, long-wear kajals, and hydra lip formulas are designed for all-day comfort and performance. The product assortment emphasizes shade inclusivity to appeal both to South Asian consumers and the wider UK audience seeking versatile, high-quality makeup.
Brand Ethos
Launched in 2019 in collaboration with actor Katrina Kaif, Kay Beauty emphasizes inclusivity, authenticity, and a #ItsKayToBeYou philosophy. Its focus on combining skincare benefits with professional-quality results has resonated strongly in India, giving Nykaa confidence in its international appeal.
Strategic Distribution
Space NK offers Kay Beauty premium placement, expert beauty advisor support, and credibility with shoppers who trust the retailer for curated, high-quality products. Online, the dedicated brand hub supports discovery, product education, and easy access to the full range.
Competitive Market Context
The UK beauty market is highly competitive, with players like L’Oréal and Estée Lauder dominating. Space NK’s endorsement gives Kay Beauty a strong entry point, helping it stand out and build awareness in a market that values innovation, inclusivity, and curated beauty experiences.
Nykaa’s Global Plans
Following the UK, Nykaa plans to expand Kay Beauty to markets such as the US, Middle East, and other parts of Asia, leveraging diaspora interest and pre-existing brand recognition. The strategy focuses on international retail partnerships to maximize reach, trust, and profitability outside India.
