Nykaa-backed Kay Beauty bags UK consumer award within a year of international debut

Nykaa-backed Kay Beauty, co-founded by Katrina Kaif, has won the ‘Best New Brand’ award at the CEW UK Beauty Awards 2026, less than a year after entering the British market through an exclusive partnership with beauty retailer Space NK, marking a growing global appeal of Indian beauty brands.

The award was presented in the Consumer Choice category, which is held in partnership with Superdrug. The CEW Beauty Awards are among the most recognised honours in the beauty industry and are voted on by more than 1,000 CEW members in the UK, including beauty professionals, industry experts and consumers.

Kay Beauty, co-founded by actor Katrina Kaif and Nykaa in 2019, entered the UK market in September 2025 through Space NK, becoming the first Indian-founded beauty brand to be stocked by the retailer. The launch marked a key step in the brand’s international expansion strategy, with the UK seen as an important market because of its mature beauty industry and sizeable South Asian consumer base.

“When we created Kay Beauty, our vision was to build a brand that truly understood and celebrated diverse beauty while delivering products that perform without compromise,” said Katrina Kaif, co-founder of Kay Beauty. She added that receiving recognition from both consumers and industry insiders in the UK within such a short period of launching there was “incredibly special”.

The recognition comes as Indian beauty brands increasingly look beyond domestic markets to tap global demand for products designed for diverse skin tones and beauty needs. Kay Beauty reported a 50% increase in revenue to ₹132.4 crore in FY25.

Adwaita Nayar, co-founder and executive director of Nykaa and CEO of House of Nykaa, said the award reflects the trust and support the brand has built with consumers over the years. “To receive the CEW UK Consumer Choice Award for Best New Brand, less than a year after our UK debut, is a remarkable milestone for the brand,” she said.

Founded around the philosophy of combining makeup with skincare benefits, Kay Beauty has built a presence across metro as well as smaller cities in India. The company says it has served more than 2.8 million customers and is available through over 700 premium stores across the country.

The brand has also been expanding internationally. It entered the Gulf region through Nykaa’s Nysaa platform in 2024 before launching in the UK the following year. The latest recognition, the company said, strengthens its ambition to build a globally relevant beauty brand originating from India.