India’s leading beauty and fashion e-commerce platform, Nykaa, is taking a big step in its global expansion strategy by launching its in-house brand, Kay Beauty, in the United Kingdom. The brand, co-created with Bollywood actress Katrina Kaif, is now available in 13 Space NK stores across the UK and on their online platform, making it the brand’s second international market after its debut in Dubai.
This strategic partnership with Space NK aims to introduce Kay Beauty to a new international audience and compete with established global cosmetics giants like L’Oréal and Estée Lauder. The move is part of Nykaa’s ambitious plan to grow its in-house brands’ gross merchandise value (GMV) from ₹21 billion to ₹60 billion by March 2030, nearly tripling its current value.
The launch, which will feature a range of products including specialty items like kohl tailored for South Asian consumers, is a crucial part of Nykaa’s long-term vision. The company has already established a presence in the Middle East with subsidiaries in Qatar and Oman and has its sights set on further expansion into key markets, including the US and other parts of Asia. The UK debut is a key milestone in this strategy, positioning Nykaa as a strong contender in the global beauty market.
Key Highlights:
- Nykaa has launched its in-house brand, Kay Beauty, in the United Kingdom through a partnership with British beauty retailer Space NK.
- The UK marks the brand’s second international market, following its launch in Dubai.
- The move is part of Nykaa’s strategic goal to nearly triple the GMV of its in-house brands to ₹60 billion by March 2030.
- The launch positions Nykaa to compete with global cosmetics giants and sets the stage for future expansion into markets like the US and other parts of Asia.