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Published
Dec 11, 2019
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Katrina Kaif’s Kay Beauty launches charitable initiative with the De'Haat foundation

Published
Dec 11, 2019

Bollywood celebrity Katina Kaif’s new makeup brand Kay Beauty has launched a charitable programme, “Kare,” and its first initiative is a partnership with the De’Haat foundation which works to employ women.

Kay Beauty by Katrina Kaif (centre) has launched Kare to support charitable organisations - Kay by Katrina- Facebook


Following the launch of Kay Beauty’s first cosmetics collection last month, founder Katina Kaif has created a charitable programme designed to run alongside the brand, retailer Nykaa announced on Facebook. Kare’s maiden initiative to support the De’Haat foundation will see Kay Beauty customers on multi-brand e-commerce platform Nykaa receive a pencil made by women employed by the De’Haat foundation with every purchase of a Kay Beauty lip product.

“Sine the first thought of Kay Beauty it was always on our minds to find a way for the brand to give back to the community, so we are so happy to introduce Kare,” Katrina Kaif said in a video with Nykaa on Facebook. “Kare will be in support of causes that are particularly close to our hearts and will help to build for a better tomorrow.” 

Founder of the De’Haat foundation Vrundan Bawankar told Kaif that in order to create employment for rural women, especially single mothers, the foundation trains them to make pens and pencils from newspaper for which they are paid a fair wage.

“Now they are earning three to four time more than they used to earn before,” said Bawankar, explaining that this allows them to keep their children in school.

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