The brand has expanded significantly, reaching a gross merchandise value of ₹350+ crore and launching internationally in the UK and UAE Then and now: Katrina Kaif's complete style evolution

As popular media fragmented from single-screen theaters to multi-platform streaming, Katrina Kaif faced a critical pivot. While her contemporaries rushed to produce edgy web series, Katrina waited. Her major foray into the came not with a series, but with the theatrical release of Sooryavanshi (2021), which later dominated streaming charts on Netflix and Amazon Prime Video.

Beyond the screen, Katrina Kaif dominates . Her partnership with Nykaa (beauty) and Slurrp Farm (health) represents a shift from celebrity endorser to co-creator. She launched her own beauty line, Kay Beauty , which is frequently cited in popular media as a disruptive force in the Indian cosmetics industry.

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