Kay Beauty Launches Cashmere Lip Blur, Taps Saba Azad for New Campaign
Kay Beauty has launched Cashmere Lip Blur, a new liquid lipstick inspired by the blurred lip trend, with Saba Azad fronting the campaign and Katrina Kaif leading the brand’s latest beauty innovation.
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Katrina Kaif and Nykaa co-founded beauty brand Kay Beauty has added to its makeup range with the launch of Cashmere Lip Blur, a new liquid lipstick that delivers a soft-focus, airbrushed finish.
The launch follows the success of the brand’s Jelly Blush range and as blurred lips emerge as one of the defining beauty trends of 2026.
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Inspired by the Blurred Lip Trend:
The brand says Cashmere Lip Blur is a softer, more wearable version of the classic matte lipstick.
It’s designed to give you diffused colour with soft edges for a “just-kissed” look that doesn’t feel like the dry, heavy kind many liquid lipsticks can be.
The launch, according to Kay Beauty, signifies the growing consumer appetite for makeup looks that blend seamlessly with the skin, as opposed to being heavily sculpted and dramatic.
The comfortable non-drying wear has been created with a new formula packed with avocado oil and vegan collagen.
The product also features a cushion-effect applicator with flexible bristles, allowing users to create either a softly blurred stain effect or buildable colour intensity.
The collection has 10 shades in nudes, pinks, reds, plums and browns to suit a wide range of skin tones.
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Saba Azad Fronts Campaign:
Actor and musician Saba Azad has been roped in as the face of the launch campaign.
The campaign is themed on “Girls Just Wanna Have Fun” and celebrates friendship, spontaneity and self-expression through a series of playful moments against the backdrop of a girls’ getaway.
The campaign is about communicating the easy, lived-in quality of the product.
