Kay Beauty, the acclaimed beauty brand co-founded by Katrina Kaif in collaboration with Nykaa, has announced the exceptional success of its newest launch: the Hydra Crème Lipsticks. Since their debut, these lipsticks have been flying off the virtual shelves, with one unit sold every minute on Nykaa’s platforms. This remarkable demand highlights the product's appeal and signifies a new milestone in the brand's evolution within the beauty industry.
The Hydra Crème Lipstick range, known for its luxurious hydration and vibrant color payoff, has particularly stood out with its top-selling shade, ‘Panache’. This shade has quickly gone viral, resulting in an immediate sell-out both online and in stores on the very first day of launch.
Customer feedback has been overwhelmingly positive, with 92 percent of reviews rating the product at 4 or 5 stars. The success of the Hydra Crème Lipsticks underscores Kay Beauty’s dedication to high-quality, trend-setting formulations. The lipsticks address the common discomfort associated with matte formulas by offering a shine-enhancing, hydrating alternative. Enriched with Hyaluronic Acid and antioxidant-rich Lychee Extracts, the Hydra Crème Lipsticks deliver long-lasting moisture and a rich, intense pigment that provides a luminous finish.
Katrina Kaif, Co-founder, Kay Beauty expressed, “I am thrilled for the response we have received on our Hydra Cremè Lipsticks. This product has been in the works for over 1.5 years, as I wanted to perfect a hydrating formula that delivers rich, luxurious color and exceptional performance. The fact that we sold out within a day of the launch speaks volumes about the love and appreciation from our consumers and for that, I will always be grateful.”
The brand’s comprehensive marketing strategy has significantly contributed to the Hydra Crème Lipstick’s buzz, including a viral social media campaign featuring Vicky Kaushal and Katrina Kaif. The campaign, which aligns with the brand’s motto #ItsKayToBeYou, has garnered over 15 million views within a day across various digital platforms.
Adwaita Nayar, Co-founder, Nykaa commented, “Kay Beauty’s unwavering dedication to high-performance makeup of the utmost quality that aligns with evolving consumer needs has solidified our trust with beauty enthusiasts all over the country. The response from our community has been overwhelming and we are thrilled with the results of this launch. Our much-loved Hydra Creme lipsticks have been meticulously designed in Italy to deliver exceptional color intensity, and hydrate lips with powerful ingredients and are available in a diverse range of shades designed to suit Indian skin tones. This collection exemplifies our commitment to both innovation and unparalleled quality in the beauty industry.”
With its focus on inclusivity and diversity, Kay Beauty is on track to achieve a GMV run rate of Rs. 2 billion for FY 24-25. The Hydra Crème Lipstick launch marks a significant achievement, breaking sales records and reaffirming the brand’s leadership in the beauty sector with products that truly resonate with consumers.
The Kay Beauty Hydra Crème Lipsticks are available exclusively on the Nykaa website/app, in over 150 Nykaa stores, and select beauty retail outlets across India.
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