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The number of celebrity brands finding real success in India has been low, and among the few that have broken through, the biggest and most successful has been Katrina Kaif’s co-founded makeup brand Kay Beauty. The brand was launched in 2019, during the Covid-19 pandemic, and while most businesses suffered across India, Kay Beauty’s online-only selling model helped it build a strong e-commerce presence that solidified its position in the market.
The brand has recorded a 46 percent increase in gross sales from last year. Here’s a look at how Katrina’s brand is dominating the makeup market in India…
According to the latest report submitted to National Stock Exchange by the beauty platform, Katrina’s brand recorded a GMV (Gross Merchandise Value) of Rs 240 crore in Financial Year 2025. By FY 2026, the brand’s gross sales have touched Rs 350 crore. GMV simply means the total value of all products the brand sold before deducting things like discounts or returns.
To put it simply, GMV shows how much people are buying, while revenue shows how much the company actually earns after removing costs. So GMV tells you the scale of sales, and revenue reflects actual earnings. Katrina also announced its UK launch in September and already has a strong presence in the Middle East.
In a recent interaction with Outlook, Katrina admitted that she is the “guinea pig” for all new products. She said, “I test everything myself. I’ll wear samples for 12-hour shoot days, in the heat and under lights, to see how it sits on the skin, how it feels after hours, and whether it still looks fresh. Having sensitive skin, I’m very conscious about what ingredients we use and how gentle but effective they are.”
And while Kay Beauty continues to outshine most celebrity-led brands in India, not all star-backed ventures have seen similar success. Deepika Padukone, despite being the global brand ambassador of Nykaa, saw her skincare label 82°E declare net losses of Rs 12.3 crore in FY 2025.
Meanwhile, designer Masaba Gupta’s LoveChild Masaba has performed strongly, reporting revenues of Rs 115 crore in 2025, and Kriti Sanon’s skincare brand Hyphen is valued at Rs 207.5 crore. Katrina’s brand, however, remains the strongest performer in the celebrity beauty space, leading the market both in scale and growth.
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