SPF 50+ Tone up
Oil-to-milk cleanserThe task was to find an existing makeup brand in the market that could credibly extend into skincare. After market research and analysis, Kay Beauty emerged as the ideal candidate.
Kay is ready to evolve into Kay Rituals — a skincare line built around moisturisers, cleansing and SPF.
This project was developed in 2025. In 2026 Kay Beauty announced a deeper move into skincare — the same direction this concept had explored.
The core of Kay Beauty is tied to Katrina Kaif, so both directions had to sit comfortably with her personality — while pulling skincare toward two different feelings. One aspirational and composed. One fresh and playful.
Editorial restraint. Greens, glass and ingredient close-ups, positioned next to the quiet luxury of rhode, Innisfree and NARS. Palette: ivory, champagne, rose gold, taupe.
Tap to enlarge
Softer, sweeter, more expressive — closer to the makeup side of the house. Rounded logotypes, blush pinks and lilacs, sticker-led packaging.
Tap to enlarge
Direction B already exists inside Kay Beauty's makeup voice. Direction A gave the extension somewhere new to stand — calm enough to read as skincare, still recognisably Kay.
Katrina has described skincare as something she treats as a ritual. The name comes straight from that — which is what makes it a natural extension rather than an invented sub-brand.
“Rituals” makes skincare feel personal and intentional instead of purely functional. It also lets the line exist beyond individual products, in a wider world of self-care and everyday wellbeing.
Rather than drawing an entirely new identity, the existing equity is extended: the recognisable KAY wordmark stays, and RITUALS is set underneath as a quieter, letter-spaced lockup.
The small botanical mark replacing the U reinforces the link to nature, and becomes a signature that repeats across the identity.
The result keeps a visual relationship with the parent brand while giving Kay Rituals its own skincare identity.
The palette steps away from the bolder, more energetic language of makeup. Greens reference botanicals, freshness and natural ingredients; the creamy neutrals add warmth and a more tactile, skincare feel.
Subtle gradients let the identity feel fluid rather than loud — the reason packaging fades from mint into green instead of holding a flat block of colour.
Fine botanical linework creates a refined, editorial layer instead of relying on literal photographs of leaves or ingredients. The forms frame compositions and hold the identity together — you will see the same frame return on cartons, tags, journals and the manual.
A three-step opening range — the smallest complete ritual.
An idea explored during the process for a possible special launch: the same carton, the same lockup, wrapped in a deep green lotus print. Not part of the core range — a direction the identity could stretch into.
Cards, tags, badges, stickers and bags — the pieces that turn a product line into a brand you can hold.
A brand manual to hold the rules, and a skincare journal to hold the ritual. Click a cover to open it and turn the pages.
About us, logo scalability and construction, do's and don'ts, typography, colour and collaterals.
“Journey to calm, confidence and radiance by Kay” — mindfulness prompts, daily reflections and notes for self.
Everything produced for real — cards, tags, badges, bags, stickers, the journal, the lookbook and the manual.
It is a personal ritual — and Kay Rituals is the version of Kay Beauty that slows down enough to say so.