Bollywood actor Katrina Kaif’s beauty brand Kay is in the news yet again, but this time it’s for a cause (thankfully). The brand has launched its first initiative ‘Kare’ in collaboration with De’haat Foundation which works to provide livelihood to rural women, mostly single mothers. This looks like brands approach to be more sustainable.
The beauty brand has partnered with De’haat with an idea to build a better and more beautiful tomorrow. Through this initiative ‘Kay’ customers will receive a complimentary handcrafted De’haat pencil on every purchase of a Kay Beauty lip product on e-commerce platform Nykaa.
Elaborating on the vision behind the initiative the Bharat actor in an Instagram post stated, “I was so inspired by the work done by Vrundan and her team. She has dedicated her life towards providing education and employment to the people of Pauni and Ganeshpur and we are very proud to be able to support her.”
Commenting on the launch in an Instagram video posted by Kaif, she said, “Since the first thought of Kay Beauty, it was always on our minds to find a way for the brand to give back to the community, so we are very happy to introduce Kare.”
In the same video, the founder of De’haat Vrundan Bawankar stated that the foundation trains rural women to make pens and pencils from recycled newspaper which helps them get a decent wage and run their families.