New Delhi, September 1, 2025 – Beauty and lifestyle retailer Nykaa has made its first major international move by launching its celebrity-backed brand Kay Beauty in the United Kingdom. The brand, co-created with actor Katrina Kaif, will be available across 13 Space NK stores and online through the retailer’s platform, bringing Nykaa into direct competition with global giants such as L’Oréal and Estée Lauder.
Nykaa’s founder and CEO Falguni Nayar said the step is part of the company’s broader vision. “We do believe in global expansion and we believe our brands have the capability to travel internationally,” she noted earlier this year.
The company has set an ambitious goal of tripling the gross merchandise value (GMV) of its owned brands from about ₹21 billion in FY24 to ₹60 billion by 2030. It is also targeting profitability margins in the mid-teens to early twenties, aligning with international peers.
The UK launch follows Nykaa’s overseas foray into the Middle East through stores in Dubai and subsidiaries in Qatar and Oman. Domestically, it is preparing for a robust festive season while expanding its fashion and lingerie portfolio.
Kay Beauty, positioned as a mass premium line, emphasizes inclusivity and products suited to diverse skin tones, offering items like kohl alongside everyday essentials.
