Kay Beauty, co-founded by Katrina Kaif and Nykaa, introduces Kreate with Kay Beauty—a heartfelt initiative designed to inspire and uplift the next generation of beauty professionals. Born from the brand’s desire to give back to the Kommunity, which has been an integral part of its journey, Kreate champions aspiring makeup artists who possess incredible passion and talent but haven’t always had the opportunity or resources to turn their dreams into reality. Through professional training at the prestigious Daniel Bauer Hair & Makeup Academy, along with mentorship and real-world experience, Kreate aims to equip these talented individuals with the skills, confidence, and support they need to grow as professionals and build lasting careers in the beauty industry.Kay Beauty set out to find individuals with a true passion for beauty and the ambition to build a career in the industry, but who may not have had access to the same resources or opportunities as others. After a thoughtful and transparent selection process, conducted with the support of the Salaam Bombay Foundation, five talented artists were chosen from a pool of numerous applications. Following careful consideration and in-depth conversations with each candidate, they were invited to be part of this journey, marking the beginning of a new chapter filled with learning, growth, and possibility.Over six months at the Daniel Bauer Hair & Makeup Academy, the selected makeup artists underwent an intensive program designed to build both their technical expertise and professional confidence. Through world-class training and hands-on workshops led by industry leaders, they honed essential skills such as skin preparation, creating flawless base makeup, and mastering a variety of eye and overall makeup looks. Beyond technique, the curriculum introduced them to the realities of working in the industry—teaching them how to create mood boards, assist on fashion and film shoots, and curate content for platforms like Instagram to showcase their portfolios. A standout learning for many was the importance of embracing and enhancing natural skin tones—an approach that has since become a defining part of their artistry. Alongside skill development, the program provided invaluable exposure and mentorship, and networking opportunities, helping lay the foundation for sustainable careers and financial independence.Katrina Kaif, Co-Founder of Kay Beauty, shared, “Since the beginning of Kay Beauty, my vision has always gone beyond just makeup. We wanted to build a kommunity that encourages self-expression, inspires confidence, and makes the beauty industry more inclusive. We wanted to create a platform where talent is nurtured and opportunities are accessible to all. ‘Kreate with Kay Beauty’ was born from this vision, offering aspiring artists a chance to turn their passion into a profession. Seeing these artists refine their craft, step into their potential, and embrace their dreams has been truly inspiring. With the right platform, dedication, and perseverance, success naturally follows. We are excited to see where this journey takes them and can’t wait to witness their incredible growth”.Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, said “At Kay Beauty, our core belief has always been to harness the power of our platforms to create meaningful change. Kreate with Kay Beauty is a natural extension of our ongoing commitment to beauty with a purpose. We recognize the vast, untapped talent pool in India, and through this CSR initiative, we aim to empower these exceptional women by providing them with the skills, confidence, and opportunities to thrive in their careers. This is just one of the many ways we strive to make a lasting, positive impact on the beauty industry”.Kreate is the latest chapter from #Kare, Kay Beauty’s CSR initiatives, which have focused on creating meaningful impact since the brand’s inception. The first #Kare project supported the De’Haat Foundation, which provided sustainable employment to over 110 women in rural areas through the production of handcrafted pencils made from recycled newspaper. In 2020, during the pandemic, the initiative extended support to daily wage earners in Maharashtra’s Bandara district, helping those most affected during a particularly challenging time. With Kreate, the brand continues to push boundaries, ensuring that every individual, regardless of their background, has the opportunity to take confident steps toward a future full of opportunity.

Here is what the talented women have to say:

Shamma Munawwar Ali Shaikh says: “I grew up in Santacruz East in Mumbai, and on festivals I always remember seeing my relatives and neighbours dressing up and doing their makeup, and I always wished I could do the same. I used to practice on my sisters, trying to do makeup looks I saw on other people, but I didn’t have the right knowledge or products. I wanted to be a makeup artist, but it just felt impossible because makeup courses were too expensive, and I didn’t know how to go about it. When I got this chance to do the course with Daniel Bauer Academy and Kay, everything changed. I learned the right way to do makeup and how products can be applied, that now I feel confident. I love doing eye makeup, and I have become really good at creating the base. Getting certificates from Katrina Ma’am and Daniel Sir means a lot because they remind me of how far I have come. Seeing my parents proud at the ceremony was a moment I will never forget. After the course, I worked as an assistant on web series like Ek Hasina Thi. Now, I work at a salon and also take freelance makeup work regularly. This is just the start—I want to keep growing and make a name for myself in this industry.”Sarita Premsagar Bharti says, “I used to watch makeup videos on Instagram and loved seeing how artists did makeup on others. That’s when I felt I wanted to do this too. While I was studying b-com I also joined a short makeup course near my house in Matunga, hoping it would help me find work, but for a year, I couldn’t get the right opportunities so I went back to my hometown in UP. I knew I wanted to join a proper makeup academy one day that could teach me better skills, but I couldn’t afford it. After I returned to Mumbai that is when Kay Beauty & Salaam Bombay called me to interview for this course and I couldn’t believe it. This course has taught me so much and also given me exposure. From working on portfolio shoots with Daniel Sir to creating a moodboard for the first time, I learned so much. The shoot with Katrina Ma’am made me understand how makeup looks different on camera and how even small details matter. Before this, I only knew the basics, but now I have learned how to make makeup look natural instead of adding too many layers. Now, I’m assisting a makeup artist, working on day shoots, and have even worked with a few film and TV actors. I’m really happy that I got this opportunity—because of this course, I’m able to earn my own income and grow in this field. My goal is to work on weddings and shoots independently and, one day, be known for my work.”Pranali Subhash Goregaonkar says, “I grew up in Mumbai and when I was in school, I did a basic beautician course where I learned basic grooming services. I was always more interested in learning makeup properly, but because of my family’s situation, I had to start working early on in life. I took up a sales training job where I got to do makeup on others and received free products, which helped me practice and made me even more interested in makeup. When I was offered to apply for this programme, and when Kay Beauty finally selected me, it felt like the right step towards my dream. Learning from Daniel Sir helped me get better at eye makeup and understand how to create natural, well-blended looks. Since then, I’ve worked at fashion shows, taken makeup orders for parties, and I also assist makeup artists like Pakhi Pahuja and my work is getting more and more appreciated. I have also managed to hold my own makeup workshop. Overall this training has given me the confidence to work in the industry, and one day, I want to start my own makeup academy to help others just like I was helped – this is my dream”.Annu A H S Banee, adds “I decided I wanted to become a makeup artist when I was 10. I loved doing makeup, but my situation didn’t allow me to pursue a professional course. So, while studying, I worked a job in the property sector to support myself. Later, I did an advanced beautician course, but I still couldn’t get the right opportunities in makeup. After submitting my entry for the programme, with Kay Beauty and Daniel Bauer Academy, and got selected for this training, it felt like a dream come true and I was so excited.Before this course, I used to struggle with getting the base right, creating eye looks, or handling clients. But through Daniel Sir and Katrina Ma’am’s guidance, I learned so much—bridal makeup, skin coverage, and professional eye techniques. The wedding season has been amazing for me, and I’ve been able to take on more work and earn well. One of my most memorable moments was my first photoshoot where Daniel Sir and his assistant guided me through it, and I could see how much I was improving. The Instagram class with Shreya ma’am (Shreya Jain) helped me learn how to edit and present my work better online.After the training, I started doing makeup for TV actors and models, and now I feel much more confident in my work. Now, I’m focused on building my portfolio and growing on Instagram, with my mother and sister supporting me. I’m really grateful for this opportunity because it has brought me closer to my dream of being a makeup artist.”Divya Acharya says: “I come from a small village in Tamil Nadu. My love for makeup started early. In school, I took a small beauty course and was one of the top students. That’s when I knew I wanted to become a makeup artist one day. I started offering basic beautician services, but many clients asked for proper makeup. Since I didn’t know how to do it, I missed out on work opportunities and also language was an issue since I could mainly speak in Tamil. I realized I needed to learn makeup to grow in this field. When I got selected for this program, I felt so lucky. During the course, I learned many new skills like skin finishing techniques and how to create a mood board. It changed the way I do makeup. Working on fashion shoots with Daniel Sir and creating my first portfolio gave me a huge confidence boost. When he praised my work, it was a very proud moment for me. Now, I take makeup orders, work with parlors, and keep improving my skills and I also feel that I present myself better now.My dream is to open my own salon one day. I finally feel like I am on the right path and I am grateful to Daniel Sir, Katrina Ma’am, and the Salaam Bombay team for giving me this opportunity.”

ABOUT KAY BEAUTY :
Founded in 2019, Kay Beauty is a partnership between one of India’s leading actors, Katrina Kaif, and the beauty retail giant Nykaa, creating a bridge between high glamour and skincare. Kay Beauty products are enriched with skin-loving ingredients that have been hand-picked personally by Katrina to care for you, thus built on the principle of #MakeupThatKares. The range truly defines the premium category through its packaging and the finest quality formulations. Besides being true to the global trend of #MakeupOnTheGo, the products are high on performance and the brand’s key pillars focus on diversity and inclusivity at its forefront. The brand is loved across the country right from key metro cities, to tier 2 and tier 3 markets, fulfilling order demands from 1,600 cities+ pan India. Kay Beauty has also expanded its offline presence, retailing in over 300 stores across the country. The brand is exclusively available on the Nykaa website and app, and at all Nykaa stores across India. Find us on Instagram – https://www.instagram.com/kaybykatrina/