Kay Beauty, the beauty brand co-created by Katrina Kaif and Nykaa reports the extraordinary success of its latest launch, the Hydra Cremè Lipsticks. Since its launch, the Hydra Cremè range has reached impressive sales milestones, with one lipstick being sold every minute on Nykaa platforms.
This unprecedented demand underscores the product’s strong appeal and signifies the brand’s ongoing evolution in the beauty industry.
The Hydra Cremè Lipstick range, celebrated for its luxurious hydration and brilliant colour payoff, has particularly shone in its top-selling shade, ‘Panache’. With the shade going absolutely viral, Panache has quickly risen to become a favorite among consumers. The overwhelming demand led to the top shade selling out both online and in stores on day one of the launch.
The launch has garnered an impressive 92% of customer reviews rating the product at 4 or 5 stars, underlining the strong positive reception from users. The Hydra Cremè Lipstick’s success is a testament to Kay Beauty’s commitment to high-quality and trending formulations.
With the sharp insight on discomfort of matte lipsticks, and the rising beauty trend for shine, Kay Hydra Cremè lipsticks have been created meticulously with a lot of technological interventions and enriched with skin-loving ingredients like Hyaluronic Acid and antioxidants-rich Lychee Extracts. The creamy, lightweight formula ensures long lasting moisture and glides on effortlessly, delivering rich, intense pigment for a full, luminous color payoff.
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Katrina Kaif, Co-founder of Kay Beauty said, “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 a rich, luxurious colour 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 360-degree marketing strategy has contributed to Hydra Cremè Lipstick’s status as one of the most talked-about launches since Kay Beauty’s inception. The product’s popularity was further amplified by a viral social media video featuring Vicky Kaushal and Katrina Kaif, who supported the launch with an endearing message that creatively mirrored the brand’s motto, #ItsKayToBeYou. The video crossed over a whooping 15 million views in less than one day across various social media and digital media platforms.
Adwaita Nayar, Co-founder, Nykaa and CEO, Nykaa Fashion and Beauty Brands 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, 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.”
Kay Beauty’s commitment to inclusivity and diversity continues to drive its growth, with the brand on track for a run rate of INR 2 billion GMV for FY 24-25. The Hydra Cremè Lipstick launch marks a significant milestone for the brand, breaking volume records and reaffirming its position as a leader in the beauty industry and its ability to deliver innovative, high-quality products built with #kare, that resonate with consumers.
Kay Beauty Hydra Crème Lipsticks range is exclusively available on the Nykaa website/app and in 150+ Nykaa stores, and select beauty retail outlets across India
