Katrina Kaif's Kay Beauty chooses 'cause' route for launch campaign

Bollywood actor Katrina Kaif just launched her beauty brand Kay Beauty, in partnership with beauty retailer Nykaa. The brand was launch across 50 Nykaa stores and on the Nykaa website and app.

The brand has been launched with the campaign — #ItsKayToBeYou — that aligns with the cause of encouraging women to be themselves without paying heed to societal judgement. “... either way it's okay to be you,” reads the ad copy. It's interesting how the brand chose the cause-vertising route right from the start of its journey. It would be interesting to see how it carries it forward.

Tagged #MakeupThatKares, the makeup collection is also projected to have skin care features. The ‘Kay’ in the brand name is, obviously, derived from the actress' name.

In a media statement, Kaif says, “I’ve taken all the knowledge I’ve gained in my career and put it into these products.”

The launch collection will feature various lip, eye and brow products. With this, Kaif joins the host of celebrities who have taken the entrepreneurial route.

Here's a list of star-turned-entrepreneurs who have invested in or own brands under different categories themselves.

Salman Khan's clothing line, Being Human, funds The Being Human Foundation, a charity founded by Khan in 2007.

Launched in 2013, Hrithik Roshan's HRX has been projected as an Indian home-grown fitness brand.

Deepika Padukone co-owns apparel label All About You with fashion e-commerce website Myntra. She has also invested in furniture rental website, Furlenco, beauty products marketplace, Purplle and Epigamia — a yogurt and health foods brand.

Anushka Sharma launched apparel brand, Nush a few years ago in partnership with Shoppers Stop.

Shahid Kapoor launched athleisure fashion brand — SKULT in partnership Aditya Birla Group's e-commerce portal abof in 2016.

Actress Sonam Kapoor started clothing brand, Rheson with her sister Rhea Kapoor in 2017.

Interior designer Sussanne Khan and actresses Malaika Arora Khan and Bipasha Basu came together to form The Label Life in 2013. They later launched clothing brand, The Closet Label, accessories brand —The Trunk Label and a home decor brand named The Home Label.

Gauhar Khan launched clothing brand, Gauhargeous in 2018.

Shilpa Shetty Kundra partnered with HomeShop18 in 2014 to launch her SSK line of designer sarees.

Cricket star Virat Kohli launched athleisure brand, One8 in collaboration with Puma in 2017.

Sachin Tendulkar launched clothing brand True Blue in collaboration with Arvind Fashions in 2016.

Yuvraj Singh's YWC Fashion, an athleisure brand launched in 2012 helps produce funds for charity and cancer awareness.

Former Miss Universe Lara Dutta recently launched her skincare brand Arias.