Beyond star power: Inside Katrina Kaif and Adwaita Nayar’s ₹350 crore Kay Beauty playbook

Kay Beauty’s growth offers a blueprint for building a successful celebrity-backed business beyond initial star appeal. Katrina Kaif and Adwaita Nayar explain how product innovation, affordable-premium pricing, disciplined costs and Nykaa’s omnichannel reach have helped the brand achieve profitability, 50% annual growth and expand into international markets.