Blur India, the homegrown beauty brand known for its inclusive ethos, is back with a new fragrance collection, ‘Smells Like Breakfast in Bed.’ Following the runaway success of their solid perfumes, the brand introduces scents inspired by beloved breakfast desserts, capturing warmth, comfort, and nostalgia.

Ditching the A-list celebrity or popular influencer route, the brand has launched it with Zainika Jagasia, a down syndrome creator and activist. Zainika represents a version of beauty that is often left out by the beauty industry and that’s exactly why she had to be at the heart of this.

Her pictures and videos being plastered all over their social media, website and other platforms feel like a win for all of us. The product, each scent comes in extremely cute dessert themed bottles with a matching charm, a design aesthetic that has never been seen in ‘made in India’ perfumes in the ‘under 500’ price category.

Whether it’s the cozy warmth of Vanilla Melts, the dark charm of Cherry Tart, or the slow, rich middle eastern depth of Coffee Cake, the edibleness of Cookie Crumble or the fresh summer vibes of Peach Sorbet the fragrances feel like a Sunday morning where you choose yourself first.

Riya Pant, Founder of Blur India, said, “We’ve always believed that beauty is a form of self-expression. Last year, we took a bold step into the fragrance space with our solid perfumes, and the response was overwhelming.

“It showed us that our community is ready to experience fragrance not just as a luxury, but as a mood, a moment, a memory. ‘Smells Like Breakfast in Bed’ is our ode to that. And having Zainika as the face of this launch just felt right. She doesn’t fit the mould. She breaks it. And that’s exactly what Blur India stands for,” Pant added.