New Delhi: Arguably the first Indian actor to launch her colour cosmetics brand, Katrina Kaif believes in growing her passion project Kay Beauty organically. Launched in partnership with multi-brand beauty e-tailer Nykaa, Kay Beauty currently offers a wide range of eye and lip products priced between ₹249 and ₹799 across 50 Nykaa stores, online and on the app. This is Nykaa’s second big collaboration after it launched an exclusive cosmetic range with designer Masaba Gupta in August.
“I’m following my instincts when it comes to forging partnerships and expanding the brand,” said Kaif. In an interview with Mint, Kaif talked about her involvement in creating brand Kay Beauty, revenue sharing deal with Nykaa and how she’s strategically positioning and marketing the brand. Edited excerpts.
Why have you chosen to launch a makeup brand?
Kay Beauty is exactly what I’m passionate about. Both as a model and later as an actor I have worked with the best makeup artists globally in the past few years. I have picked up great tips and tricks which have helped me understand the art of makeup. This confidence has led me to do my own makeup as well. I understand cosmetic products when I see one, I instantly know if it will work for me or not. I exactly know what to convey to consumers when it comes to Kay Beauty. We are offering products which are high-performance and long lasting while caring for ones skin at the same time. All the lines under Kay Beauty have amazing consistency and texture which sits very well on the skin.
How involved are you in creation of the brand Kay Beauty?
I’m involved in every level of brand creation. Kay Beauty is a passion project for me. Starting from assessing formulations, I would find certain product textures either too dry or light then we would discuss it with the Kay Beauty team and decide on what works the best. I am fully aware that this is my chance of creating a brand and my involvement is crucial. Apart from product and design, I’m also involved in the marketing.
What kind of advertising strategy will you adopt to market Kay Beauty?
I want the conversation around Kay Beauty to be fun. It should be informative and educational which is why we are building a community where young girls as well as women come and get tips and understand more about makeup. We are coming up with the new advertising campaign which will convey the ethos of the brand. I’ve worked closely with the film director Zoya Akhtar to pick the right script and team to create this ad. Our idea is to convey that every woman is unique and beautiful through Kay Beauty.
How Kay Beauty is different from other brands and what is philosophy behind #MakeupThatKares?
Well, most of the makeup customers are used to does very little for the skin. I believe makeup should never feel heavy on your face. For instance, our lip crayons are enriched with Marula and Chamomile oil which moisturizes the lips while giving it a beautiful colour. Designing a line which delivers performance yet preserves the natural texture and moisture of the skin was a priority for me. We are creating our own identity. My job is to create and deliver the best product possible in the market. It’s not my concern what other people are doing.
What is the revenue model you have with Nykaa?
I’m the co-owner of Kay Beauty along with Nykaa. My partner and Nykaa’s founder Falguni Nayar gave us full freedom to create this brand and marketing around it. Nayar and her team are so passionate about makeup from working on unique formulations, educating the consumer and bringing the best beauty trends in the market.
Do you plan to venture into skincare, hair care or fragrances?
Well, it’s just the beginning and so far we have been encouraged by the feedback we had. We are definitely looking at other verticals. I have many ideas that I would love to do with Kay Beauty but all when the time is right. I don’t see any reason why everything we wish to do with this brand cannot happen.