Following the viral, market-shaking traction of its celebrated Jelly Blush, Kay Beauty, co-founded by Actor and Global Icon Katrina Kaif and Nykaa, India’s leading beauty and lifestyle Company, introduces Cashmere Lip Blur ready to disrupt the lip and cheek category once again. Launching today, Cashmere Lip Blur is Kay Beauty’s new liquid lipstick, crafted to give the lips a soft airbrushed finish with cloud-textured colour.

Inspired by one of beauty’s defining shifts for 2026, the blurred lip, Cashmere Lip Blur reimagines the modern matte through a softer, more wearable lens. Think lived-in colour, soft-focus edges, and high-impact pigment without the dry, heavy feel of traditional liquid lipsticks. This season is all about makeup that melts beautifully into the skin rather than masking it, trading rigid structures for soft, subtle edges and a "just-kissed" flush of color that makes lips and cheeks look naturally fuller.

Infused with Avocado Oil and Vegan Collagen, the formula delivers comfortable, non-drying wear while staying true to Kay Beauty’s #MakeupThatKares philosophy. The unique cushion-effect applicator features soft, flexible bristles designed for precision at the center and softness at the edges, making the blurred lip easy to create. The formula is low effort, can be softly blended with fingertips for a diffused stain effect or layered for fuller colour payoff. The collection launches in 10 versatile shades across nudes, pinks, reds, plum, and browns, designed to complement a wide spectrum of skin tones.

Fronted by the ultimate multi-hyphenate, Saba Azad, the spirit of the launch comes alive through a playful campaign themed "Girls Just Wanna Have Fun," celebrating beauty that is joyful, on the move, and best shared with friends. In the carefree energy of a girls' getaway, they’re getting ready together, capturing memories on film, dancing, laughing, and embracing the spontaneity of the everyday, mirroring the lived-in finish of the product itself.

Katrina Kaif, Co-founder of Kay Beauty, shares, “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.”

Adwaita Nayar, Co-founder and Executive Director, Nykaa and CEO - House of Nykaa, says "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 adds, “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.”