Katrina Kaif’s beauty brand
The world of celebrity brands in India looks shiny, but very few are successful. One of these names is Katrina Kaif’s makeup brand K Beauty, which has made a strong hold in the market within a few years of its launch. This brand, which started during the pandemic in 2019, has today become one of the top best-selling brands of Nykaa and its gross sales have reached ₹ 350 crore.
K Beauty’s growth: increasing pace every year
K Beauty has shown consistent strong growth since its launch. According to Nykaa’s report to NSE, the GMV (gross merchandise value) of the brand was ₹240 crore in financial year 2025. In just one year it increased to ₹350 crore i.e. a spectacular increase of about 46%.
GMV is the total value that the brand earns from the sale of its products before deducting any discounts or returns. To understand it in simple language, GMV tells how much people are buying, while revenue tells how much the company is actually earning.
Katrina is the tasting queen of her brand
Katrina Kaif is not only the face of the brand, but she is also the first one to taste every new product. She told in an interview that she tries every formula herself. She also uses the products in light, heat and during 12-hour shoots to know how long the product lasts on the skin. She told that her skin is sensitive, so she pays attention to every ingredient. That means Katrina’s personal hard work and experience is reflected in every product line of K Beauty.
Condition of other celebrity brands
Many star-launched brands came to India, but not all could achieve the success like K Beauty. Like Deepika Padukone’s 82°E brand recorded a net loss of ₹12.3 crore in FY 2025. The brand value of Kriti Sanon’s Hyphen is approximately ₹ 207.5 crore. Whereas the revenue of Masaba Gupta’s LoveChild was ₹ 115 crore in FY 2025. Amidst all this, K Beauty has not only strengthened its identity in the market but is also at the forefront in scale, sales and growth.
Big start in international market also
Katrina is increasing the grip of the brand not only in India but also abroad. A few months ago they announced the UK launch, while the brand is already present in the Middle East market. With this, K Beauty has also started getting recognition as a global beauty brand.
Why did K Beauty become the market leader?
The online-only model has given the brand a strong identity during the pandemic. Katrina’s personal testing and focus on ingredients also makes it different. Along with this, the company develops products keeping the Indian skin tone in mind. For all these reasons, K Beauty is included in Nykaa’s top 5 best-selling brands today.