India’s largest online beauty retailer, FSN E-Commerce Ventures Ltd., the parent company of Nykaa , is taking its first major step outside its home market. The Mumbai-based group is rolling out its Kay Beauty brand in the UK this week through Space NK , owned by Ulta Beauty Inc., Co-Founder and Executive Director Adwaita Nayar confirmed in an interview.

Developed in partnership with Bollywood actor Katrina Kaif in 2019, Kay Beauty marks Nykaa’s first overseas expansion, with ambitions that could extend to the US, the Middle East, and parts of Asia, Nayar said.

Nykaa-owned Kay Beauty makes its UK debut with Space NK

The UK launch will see Kay Beauty enter 13 Space NK stores and the retailer’s online platform. But FSN faces the challenge of building brand recognition in a crowded co

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