For Katrina Kaif, beauty has never been confined to what happens in front of a mirror. It has been part of her professional life from her early years as a model to navigating film sets, red carpets and magazine shoots, where makeup, skincare and the people behind them became an everyday part of her world.
Over time, that exposure turned into curiosity: understanding textures, experimenting with products, learning from makeup artists and beauty experts, and figuring out what actually worked for her own skin.
It is that accumulated experience that eventually found its way into Kay Beauty. When Kaif co-founded the homegrown makeup brand with Nykaa in 2019, she brought with her years of being a beauty consumer, as well as an actor whose face had been at the centre of the industry’s beauty machine. The proposition was refreshingly straightforward: makeup that cared for the skin, without compromising on performance.
Seven years on, Kay Beauty has grown far beyond its origins. The brand now clocks nearly three million customers and crossed ₹380 crore in GMV (Gross Merchandise Value) in FY2026, according to Nykaa’s latest annual reporting. Its expansion into skincare feels like the next logical step in a beauty journey that began long before the brand itself.
For Kaif, the move is a natural progression, shaped by years of understanding what works for her sensitive skin, testing formulations and becoming increasingly discerning about what she puts on it. In a conversation with The Hollywood Reporter India, she talks about the beauty lessons she has picked up over the years, how pregnancy changed her skin, the thinking behind Kay Beauty’s first skincare formulas, and why she is increasingly choosing to listen to her skin rather than follow the next big beauty trend.
Excerpts from a conversation:
You’ve had access to some of the best makeup artists, dermatologists and beauty experts in the world. What is one piece of skincare advice you received years ago that you completely disagree with today?
I’ve been incredibly fortunate to work with some amazing makeup artists, dermatologists, innovators and beauty experts over the years, and I think my relationship with my skin has really evolved through those experiences.
One thing I’ve moved away from is the idea that your skin needs the same routine every single day. I’ve learnt to be adaptable and responsive to what my skin needs at a particular phase or time. Stress, inflammation and environment all play a big factor. Sensitive skin can behave very differently from one day to the next.
Right now, in this phase, I’m focusing on deep cellular hydration, supporting and strengthening my skin barrier and keeping it calm and resilient. Even makeup application is hugely improved when the skin is cared for.
How has motherhood changed your approach to skin and body care?
Post-pregnancy, my skin became even more sensitive, so it was a really tricky time because I had to understand what products were working for me. I found myself looking for products that felt soothing, calming and restorative.
During the months of final formulation testing for our Hydra Base Water Crème, my skin would feel calmer, smoother and more hydrated the next morning in a manner that was perceivable. That reinforced my belief that focusing on your barrier support and repair is so important, as it’s our skin’s first line of defence to environmental stressors.
What makes you feel most like yourself, away from a film set, a red carpet or a brand meeting?
Having downtime with your family and friends always helps you find your centre. For me, I have to discipline myself to switch off sometimes. It’s ingrained in me to constantly be working and creating something, whether with films or with Kay Beauty, so learning to have moments where you disconnect is important to recharge and reset. In today’s fast-paced world where there is limitless information and entertainment available through digital mediums, creating moments of stillness and quiet for the mind to be calm is important.
We’re seeing consumers become much more ingredient-literate. Do you think beauty brands have a responsibility to educate consumers rather than simply sell them another “hero product”?
Absolutely. It’s a helpful tool to learn about the INCI (International Nomenclature of Cosmetic Ingredients) of a product, especially if you really want to have in-depth knowledge of what you are applying. When we started developing the range, I was very clear about certain non-negotiables: the formulas had to be allergen-free, non-comedogenic, fragrance-free and suitable for sensitive skin, while still delivering on performance.
Over the last three years, it’s been an extensive process for us, working with our formulation teams and biochemist and cosmetic futurist Nausheen Qureshi, and constantly testing the different iterations myself. Both the efficacy and the feel of the products had to perform to the highest standards we had set in both consumer and clinical trials. I think when you’ve put that level of rigour behind a formula, you are excited to communicate clearly to consumers as to what the ingredients are and how they benefit your skin.
Why did you wish to foray into skincare, and what was the idea behind starting off with the Hydra Glaze Essence and the water creme?
Our MakeUpThatKares and our Kare Ingredients have been an integral part of our cosmetics range since the beginning, so extending into skincare felt like a natural extension for us. I wanted to start with products that are both restorative and supportive for makeup application. When we started developing the range, hydration and barrier support were really at the heart of what we wanted to create. After an extensive process, we landed at our Hydra Glaze Essence and Hydra Base Water Crème.
Your relationship with beauty has evolved over the years, from being a consumer to working with makeup artists and now building a beauty brand. What has changed the most about the way you approach your own beauty routine?
I feel I know what works for me a lot better now. Over the years, you try so many products, work with incredible experts and pick up little things from everyone, but eventually you learn what actually works for you. I’m constantly experimenting with products through our innovations and seeing the latest advancements and formulations.
I’m much less influenced by something that may appear to be a trend if I know it will not suit my skin type.
When it comes to your own skin, what are you most particular about today that you weren’t earlier in your career?
The calming, soothing elements of my skincare for sure. I don’t think it was something I thought about nearly as much when I was younger. But over time, with having sensitive skin, you have to learn how to navigate that successfully. So many factors can affect flare-ups like stress, travel, long shoot hours, harsh lights, etc. I’ve learnt to listen to what my skin needs at that moment and also keep my stress levels under control.
Do you think your skincare routine has become more complicated over the years, or have you actually come to believe in doing less?
I think my routine has actually become more considered over the years. I’ve learnt that it’s less about following a fixed routine and more about understanding what my skin needs at a particular time. Some days it may need more hydration or barrier support, and other times I focus on texture with lactic acid, but it has to be used sparingly for sensitive skin. Sunscreen has become a routine now for me, whereas before I was more lax about application.
What does looking your best mean to you now, compared with when you first entered the industry?
It’s changed a lot. When I started out early through my modelling and acting career, there were a lot of stereotypes about what the beauty standards were. Now for me, looking my best is really about feeling my best, and that comes from taking care of myself as a whole.
A healthy diet, keeping the inflammation in your body under control, staying active, meditation, a phone-free daily hour of your morning and getting natural light first thing in the morning. It all makes a huge difference to how I feel, and ultimately how my skin behaves. I think when you feel healthy, that confidence naturally reflects on the outside.
What is one skincare trend you genuinely love, and one you hope disappears?
I love sheet masks and lighter essence-like serums. They absorb easily into skin and deliver results. If there’s one thing I’d like to see less of, it’s the idea that skincare needs to deliver an overnight dramatic transformation. I think gentle formulas and consistency are far more beneficial in the long term.
If you could strip your beauty routine down to just three non-negotiables, what would they be?
Cleansing, repair and protection.
Through effective and gentle makeup-removal products, calming and repairing barrier-support creams and effective sunscreen selection, this is a must for me and something I do daily without fail. You will definitely see the improvement in your skin over time if these three steps are baked into your daily routine.