Nykaa is known for its tagline “ Your Beauty, Our Passion ”. It believes in providing quality beauty and wellness products. Nykaa's vision is to 'bring inspiration and joy to people, everywhere, everyday'. Today it claims to offer the largest assortment of international beauty brands as well as its own in-house and celebrated Indian cosmetics and fashion labels. What does Kay Beauty do? Internet first brand offering multi-category makeup products. The product catalog includes lip tints, lip liners, lipsticks, eyeshadows, eyeliners, eyebrow pencils, and more. The company claims its products are vegan and cruelty-free. The company also works with organizations that help rural women to gain handcrafting skills.