At the heart of Kay Beauty, the beauty brand launched by Katrina Kaif and Nykaa, is the message of #MakeupThatKares. The #Kare initiatives are a special way for Kay Beauty to give back to the community by supporting causes that are close to Katrina's heart and help build for a beautiful tomorrow.

The first #Kare initiative is in support of the De'Haat Foundation, specially picked by Kay Beauty for the work they do to provide employment to rural women. With the vision to provide livelihood rather than aid, De'Haat trains rural women in the production of handcrafted pencils made from recycled newspaper. In support of the foundation, every purchase of a Kay Beauty lip product on Nykaa.com will receive a complimentary handcrafted pencil.