Kay Beauty steps into concealers, expands skin products with 13 shade line

By

Isabelle Crossley

Published
Jan 17, 2022

Bollywood celebrity Katrina Kaif’s beauty brand Kay Beauty is expanding its skin products to cater to a wide range of skin tones and types, with the launch of ‘HD Hydrating Concealer’, which comes in 13 shades.

The brand’s first concealer “works for all your complexion concerns ranging from acne and pigmentation to redness and dark circles,” the brand announced on Facebook to launch the line. The product comes in 13 shades for four skin-tones and three undertones and has launched on Kay Beauty’s dedicated e-commerce store as well as on multi-brand beauty retailer Nykaa’s online store and in its brick-and-mortar retail outlets.
 
Kay Beauty has been expanding its skin offerings recently and also launched a pressed powder and a ‘Hydrating Foundation’ which comes in 20 shades, the brand announced on Facebook. The brand, which launched in 2019 with just a few cosmetics products, has swiftly expanded its product selection to include lipliners, blush, eyeshadows, lipsticks, and colour correcting creams, among others. 

The brand is positioning itself as one that is at the forefront of diversity and inclusivity in beauty; trends which are growing in importance both globally and within India. Towards this end, the brand has also begun to use promotional photographs, which have not been retouched and show skin imperfections.