The beauty brand Kay Beauty, owned by Katrina Kaif, has expanded its product portfolio with the launch of Cashmere Lip Blur, a new liquid lipstick designed around the growing popularity of the “blurred lip” makeup trend. Co-founded by Katrina Kaif and Nykaa, the brand has introduced the product as a soft-focus, cloud-textured lip colour that can also be used to create a diffused, natural-looking finish.

Katrina Kaif ropes in Saba Azad for Kay Beauty’s Cashmere Lip Blur launch; new liquid lipstick aims to tap into 2026’s blurred lip trend

The launch follows the success of Kay Beauty’s Jelly Blush and marks the brand’s latest addition to the lip and cheek category. Available in 10 shades spanning nudes, pinks, reds, plums and browns, the product has been formulated with ingredients such as Avocado Oil and Vegan Collagen and is designed to offer a lightweight, non-drying finish. To front the campaign, the brand has collaborated with actor and musician Saba Azad. The campaign, titled “Girls Just Wanna Have Fun,” revolves around themes of friendship, spontaneity and effortless beauty, mirroring the lived-in aesthetic associated with the blurred lip trend.

Speaking about the launch, Katrina Kaif, Co-founder of Kay Beauty, said, “When we were creating the Cashmere Lip Blur, we wanted to capture that effortless, lived-in beauty that is defining makeup right now. It’s all about a look that melts rather than masks. Saba brought exactly the kind of playful and bold energy we imagined for this campaign, it felt like the right spirit for the launch. What I personally love about this formula is how easy it is to wear. You can blur it softly with your fingers for a more diffused look or build it up when you want something bolder. It gives your lips that soft-focus finish while still feeling light as air all day.”

Commenting on the product launch and evolving consumer preferences, Adwaita Nayar, Co-founder and Executive Director, Nykaa and CEO – House of Nykaa, said, “At Kay Beauty, every innovation begins with understanding how our consumers are engaging with beauty today. We’re seeing a growing preference for looks that feel effortless, adaptable, and easy to make your own, and Cashmere Lip Blur is a reflection of that shift. The product brings together the high-performance payoff consumers expect with the comfort and care that have always been central to our #MakeupThatKares philosophy. Saba’s effortless approach to beauty and her authentic sense of self make her a wonderful partner to bring this launch to life.”

Saba Azad also shared her thoughts on the collaboration, saying, “I love the mood of this campaign. It’s so playful, unserious and a little undone in the best possible way. The Cashmere Lip Blur is just effortless, not trying too hard. Like you put your lipstick on and forgot about it, and it looks gently kissed. I love makeup that doesn’t feel too serious, and this fits that mood for me.”

Priced at Rs. 1,099, Cashmere Lip Blur became available from June 13, 2026, through the Nykaa app, Nykaa’s website, Kay Beauty’s official website, and Nykaa retail stores across India.

Also Read: Katrina Kaif’s Kay Beauty continues to lead India’s celebrity beauty market with strong 46% sales growth

Tags : Beauty, Bollywood, Brand, Brand Ambassador, Cosmetics, Fashion, Features, Katrina Kaif, Kay Beauty, Nykaa, Saba Azad, Skincare, Social Media, Style