Kay Beauty has introduced Cashmere Lip Blur, a new liquid lipstick range designed to deliver a soft-focus, blurred-lip effect, and has partnered with Saba Azad to front the launch campaign.
The product marks the brand’s latest expansion following the success of its Jelly Blush range. Inspired by the growing popularity of blurred and diffused lip looks, Cashmere Lip Blur offers a cloud-like matte finish with high pigment payoff and lightweight, comfortable wear.
Infused with avocado oil and vegan collagen, the range is available in 10 shades spanning nudes, pinks, reds, plums and browns. The formula is designed to be blended for a soft stain effect or layered for fuller colour intensity.
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.”
The launch is supported by the “Girls Just Wanna Have Fun” campaign featuring Saba Azad, which celebrates playful, effortless beauty through a series of friendship-led and lifestyle-focused moments.
