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Beauty entrepreneur and actor Katrina Kaif has expanded the offerings of Kay Beauty with the launch of Cashmere Lip Blur, a new liquid lipstick designed to embrace the growing blurred-lip trend that is expected to dominate beauty looks in 2026. The product launch also features actor and musician Saba Azad as the face of the campaign.
Co-founded by Katrina Kaif and Nykaa, the beauty brand has positioned the latest product as a lightweight, cloud-textured lip colour that delivers a soft-focus finish. Available in 10 shades, the formula is designed to create a naturally diffused effect while allowing users to build coverage for a bolder appearance when desired.
Speaking about the inspiration behind the product, Katrina highlighted the shift toward effortless and lived-in beauty trends. She noted that the formula was developed to provide comfort, versatility and ease of application, enabling users to achieve a blurred finish with minimal effort while maintaining long-lasting wear.
Nykaa Co-founder and Executive Director Adwaita Nayar said the launch reflects changing consumer preferences, with beauty enthusiasts increasingly gravitating toward adaptable products that combine performance with comfort. She also praised Saba Azad’s authentic approach to beauty, calling her an ideal choice for the campaign.
Saba Azad described the campaign as playful and relaxed, adding that the product aligns with her preference for makeup that feels natural and uncomplicated.
Priced at ₹1,099, Cashmere Lip Blur is available through Nykaa’s digital platforms, Kay Beauty’s official website and retail stores across India, further strengthening the brand’s presence in the premium beauty segment.
