Katrina Kaif is the latest Bollywood actress to dip their toes into the lucrative beauty industry. She has stated that the journey began two years ago.
“For as long as I can remember, makeup has been an innate part of my journey – from the runway to the big screen, and now I have rendered my love for it to Kay Beauty, my first ever Beauty Brand!”, wrote the actress in a letter.
She says that the new beauty brand will be reflective of her beliefs, “I’m always on the clock, always on the run, with endless shoots that involve me wearing make-up all the time. As much as I love the look and feel of it, I do wish my skin felt as comfortable, as I did wearing it.”
This is an interesting move by the actress because when one thinks of Katrina Kaif, they immediately think of all the glitz and glamour associated with the movie business. However, Kaif’s characters seldom sport bold colours or eye-catching makeup looks. In fact, they tend to sport very minimal makeup – if at all. When one thinks of an iconic Katrina Kaif look, it’s difficult to picture her in anything apart from smokey eyes and glossy nude lips.
Kaif does play with more vibrant lip colours on the red carpet and magazine editorials every now and again. So, at least we have that for inspiration.
The launch announcement wasn’t free of controversy either – the internet’s watchdog(s) Diet Sabya quickly pointed out similarities between Katrina’s initial ad campaign to a campaign belonging to Kim Kardashian West’s eponymous beauty line, featuring model Winnie Harlow. Though it is highly unlikely the uncanny resemblance will have any effect on Katrina’s brand and sales.
The line will be vegan, cruelty-free and paraben-free.
The initial lineup of products includes Matte Lip Crayons (priced at 799 rupees, available in 24 shades), Matte Lip Pencils (priced at 550 rupees, available in 12 shades) and Lip Toppers (priced at 699 rupees, available in 6 shades). The line also carries three different eyeliner/kajal formulations (at varying prices, ranging from 249 rupees and going as high up as 599 rupees). There are also wooden Eyebrow Pencils available for retail.
The launch is an exclusive tie-up with local e-commerce giant, Nykaa. The products from her line are available for pre-order from this week. The official launch date is October 22nd, 2019.
It’ll be interesting to see which direction she takes her brand and/or if it will blow up à la Kylie Jenner.