The number of celebrity brands finding real success in India has been low, and among the few that have broken through, the biggest and most successful has been Katrina Kaif’s co-founded makeup brand Kay Beauty. The brand was launched in 2019, during the Covid-19 pandemic, and while most businesses suffered across India, Kay Beauty’s online-only selling model helped it build a strong e-commerce presence that solidified its position in the market. Kay Beauty is achieving one milestone after another as the company became the fastest-growing major makeup brand in the country, recording a 46 percent increase in gross sales from last year. Here’s a look at how Katrina’s brand is dominating the makeup market in India: Katrina’s brand gross sales increase by 46 percent According to the latest report, Kay Beauty recorded a GMV (Gross Merchandise Value) of Rs 240 crore in Financial Year 2025. By FY 2026, the brand’s gross sales have touched Rs 350 crore. GMV simply means the total value of all products the brand sold before deducting things like discounts or …