Kay Beauty is now India’s fastest-growing beauty brand. What were some non-negotiable for you when developing the formulas and shades for a diverse audience?
KK: The formulas had to feel effortless – be high-performing, long-wear, breathable and lightweight on the skin. Long hours on film sets under heavy lights can take a toll on your skin, so I know how important it is for make-up to work for you and be kind and gentle on the skin. Each product is enriched with skin-loving ingredients so our make-up is nourishing and caring for your skin as well. India is so beautifully diverse, and I wanted our shade ranges to truly reflect that spectrum of skin tones and undertones – performance, care, and inclusivity are our pillars and continue to guide every product and range we create.

The tagline ‘It’s Kay to Be You’ resonates with many. How did you approach defining Kay Beauty’s identity in a space where authenticity is often overused?
KK: Around the time of the launch of Kay beauty was also a period of personal transition for me where I was personally understanding the importance of being kind to one self and not so judgemental, I have at times found the beauty industry to be an intimidating place where your self-worth can often feel determined by people’s responses and reactions to you. #ItsKayToBeYou embodied for me what it meant to truly accept yourself and that our self-worth is determined by ourselves and not others.

Everyone has their own struggles and insecurities which we often don’t see in today’s curated social media profiles. One can often feel like they are faltering whilst others are seeming perfect. For me it’s been an important learning to not judge myself by unrealistic standards. Make-up has always been empowering for me and helped to encourage my self-expression and I wanted Kay Beauty to feel inclusive, celebratory and joyful. There is no one ideal of beauty, and confidence comes from embarking on our own individuality.

One Hydra Crème lipstick sells every minute. What do you think makes Kay Beauty products connect so strongly with consumers?
KK: I think it comes down to innovation standards, product performance, reliability and trust. Our aim has been to create products that genuinely make a difference to people’s everyday routine – long stay, luxurious, breathable and lightweight on the skin, whilst being enriched with care ingredients. The Hydra Crème Lipstick is a great example – it’s hydrating, creamy and offers great coverage, infused with ingredients like hyaluronic acid, Moroccan oil and lychee extracts. We spend a lot of time understanding consumer feedback as well as listening to what people want, understanding the gaps and challenges they are facing, and creating high-performance make-up that feels approachable and inclusive. That, I believe, is what makes our products resonate so deeply.

Beauty for South Asian skin tones has long been an afterthought with mainstream Western beauty brands. How does Kay Beauty address that?
KK: Kay Beauty was created keeping South Asian undertones in mind because I knew firsthand how difficult it could be to find correct shades in foundation ranges. Whether it was foundations that often looked too ashy or lipsticks that didn’t flatter deeper or warmer tones. At Kay Beauty, inclusivity is at the heart of what we do; shades and textures are created to feel relatable and wearable for our diverse complexions. Foundations are designed to complement warm and deep skin tones, and our campaigns aim to reflect the richness and vibrancy of our community.

Brands like MAC, Bobbi Brown and Fenty offer shades, textures and undertones to better serve South Asian complexions. What makes Kay Beauty different?
KK: Those brands have done an incredible job at pushing the conversation on inclusivity forward. With Kay Beauty, we wanted to create something that was born from our own experience. Products for our undertones, our climate, our lifestyles and inspired by our vibrant beauty culture. Every formula is lightweight, enriched with care ingredients, and crafted to feel effortless whether you’re dressing for an occasion or a festival, or just getting ready for your day – it’s rooted in South Asian culture.

What makes Kay Beauty stand apart? Is there a need it fills that still hasn’t been met?
KK: Kay Beauty is a celebration of the diversity of South Asian beauty designed for those who embrace their heritage whilst confidently rewriting the rules. Often, our skin tones and undertones were underserved in the global conversation. The brand is rooted in the vibrancy of India- its colours, its artistry, its beauty traditions, while still feeling modern and relevant for today. My own journey in front of the camera helped shape this vision. Over the years, working with incredible make up artists and often doing my own make-up for films and events. Those experiences helped me understand what I wanted from my make-up: lasting through long

days whilst feeling breathable and comfortable, and that compliments a variety of skin tones. Our aim is to encourage a community where one feels seen and celebrated, while offering products that combine innovation, and care with an expertise for South Asian consumers.

If you could pick just three Kay Beauty products, what would they be and why?
KK: If I had to pick, I’d say the Kay Beauty Kajal duo liner because it’s so deeply personal – kajal was one of the first products I ever used, and it still feels timeless. And then of course, the Hydra Crème Lipstick in the shade Poised – it’s become one of our best-sellers, and I love how it’s hydrating yet so pigmented – it’s the kind of product I can wear on set or just for a casual day out. And our Velvet Crème Multi-Use blush in the shade Soften, it’s lightweight, creamy and blends effortlessly into the skin.

Do you use any of the Kay Beauty products on sets?
KK: Absolutely, our Hydrating foundation, Creme Blush, Liquid Highlighters, Hydra Crème Lipsticks and of course the Kajals, these are all staples in my kit – they perform on camera but also feel really comfortable, which was always a non-negotiable for me.

Kay Beauty is available exclusively at SpaceNK and SpaceNK.com/uk