India, 11th October, 2024: Wondering how Katrina Kaif achieves her effortlessly radiant, just-blushed look? Now you can recreate it with her latest beauty icon - the Kay Beauty Velvet Crème Multi-Use Blush. Kay Beauty, co-created by Katrina and Nykaa, has launched an innovative blush that combines the ease of a creamy application with the luxurious comfort of a soft powder finish, delivering a flawless flush that feels as divine as it looks. 

Blush is clearly having its moment, and Kay Beauty, known for its cult-favourite blush offerings, is raising the bar once again, as the latest launch is set to become every beauty lover’s new obsession. A formula so unique, it's expertly crafted to adapt to every skin tone, ensuring that everyone can achieve that perfect flush. Its innovative crème-to-powder formula creates a seamless, airbrushed effect with a just- pinched glow that’s effortlessly chic. The best part? It’s enriched with cooling Green Tea Extract, so while it delivers a gorgeous finish, the guilt-free blush also pampers your skin, staying true to Kay Beauty’s promise of #MakeupThatKares.

The all-new Kay Beauty Velvet Crème Multi-Use Blush can also double up as a lip blur and eyeshadow making it a multi-functional product. With its soft-focus effect and buildable pigment, this new ICON is perfect for both, a subtle day look or a bold evening glam. Available in four universally flattering shades— Awaken, Deepen, Soften, and Tender—this blush range ensures every skin tone finds its perfect match. Katrina's favourite, Awaken, stands out for its deep, rich berry tone that perfectly balances boldness with versatility. What makes this shade her top pick is its ability to flatter every skin tone—whether fair, medium, or deep.

Why Kay Beauty Velvet Crème Multi-Use Blush is a Must-Havel:

? Crème-to-Powder Perfection: The luxurious creamy formula blends effortlessly and sets into a lightweight powder finish, giving you a smooth, blurred glow that’s perfect for any occasion.

? A New Icon in Blush: This unique blush is created to adapt to your skin tone, delivering intense pigmented colour that blends and blurs like a dream

? Inclusive Color Range: Featuring four versatile shades— Awaken, Deepen, Soften, and Tender— this blush range ensures every skin tone finds its perfect match with ‘Awaken’ being Katrina’s favourite pick.

? Skincare Meets Makeup: Enriched with Green Tea Extract, this blush not only adds colour but also nurtures your skin, embodying the brand’s dedication to #MakeupThatKares

? Effortless Beauty, Anytime, Anywhere: The easy-to-blend formula and the travel-friendly packaging complete with a mirror, make it ideal for quick touch-ups on the go, ensuring you always have a fresh, glowing look.

? No baddies: It’s Talc-Free, Paraben Free, Fragrance Free, D5 and Cruelty-Free, making it a guilt-free addition to your beauty routine. 

Whether you’re looking for a monochrome makeup moment or need a product that can do it all, the Velvet Crème Blush is your answer!

Katrina Kaif, Co-Founder of Kay Beauty, shares, “For me, blush is that instant pick-me-up that transforms your look into naturally sculpted, beautiful flushed cheeks. I set out to create a formula that feels light and blends effortlessly into the skin, giving you that soft, natural glow. The crème-to-powder texture is incredibly smooth and weightless, and it’s infused with Green Tea Extract to nourish your skin while adding just the right hint of colour. What I love most is how versatile this blush is. It's perfect for on-the-go touch-ups, so you can refresh your look anytime, anywhere. Plus, it can easily double as an eyeshadow or lip blur, making it a handy multi-tasker in your makeup bag. And with our signature Kay monogram packaging, it’s not just a beauty product; it’s a little piece of art designed to be a cherished collectible for the Kay community. I can’t wait for you to experience it!”

Adwaita Nayar, the Co-founder of Nykaa and CEO of Nykaa Fashion, added “At Kay Beauty, we prioritise listening to our consumers, and we know they love blushes that are highly pigmented, blend seamlessly, and come in an easy-to-use format. To meet these demands, we worked with the world’s leading manufacturers to create a revolutionary cushion crème formula with a soft finish. Katrina’s vision was to develop the best multi-use blush on the market, and we’ve ensured our product exceeds expectations—perfect for your cheeks, lips, and eyes. Our signature Kay monogram design not only elevates the packaging but also makes it a true collectible, reminding you every time you reach for it that #ItsKayToBeYou—authentic, confident, and effortlessly beautiful. With blush trending as one of the biggest phenomena in beauty right now, we’re proud to stay ahead of the curve, delivering a product crafted from the finest consumer insights and innovation. This launch isn’t just about following trends; it’s about setting them, and we can’t wait for you to experience the difference”.

Priced at INR 1199, the Kay Beauty Velvet Crème Multi-Use Blush will be available exclusively on the Nykaa website/app, in Nykaa stores, and at select beauty retailers across India. Packaged in a sleek, travel-friendly format, complete with a mirror, this blush is designed for those who want to achieve a fresh, glowing look anytime, anywhere.

About Kay Beauty

Founded in 2019, Kay Beauty is a partnership between one of India’s leading actors, Katrina Kaif, and the beauty retail giant Nykaa, creating a bridge between high glamour and skincare. Kay Beauty products are enriched with skin-loving ingredients that have been hand-picked personally by Katrina to care for you, thus built on the principle of #MakeupThatKares. The range truly defines the premium category through its packaging and the finest quality formulations. Besides being true to the global trend of #MakeupOnTheGo, the products are high on performance and the brand’s key pillars focus on diversity and inclusivity at its forefront. The brand is loved across the country right from key metro cities, to tier 2 and tier 3 markets, fulfilling order demands from 1,600 cities+ pan India. Kay Beauty has also expanded its offline presence, retailing in over 300 stores across the country. The brand is exclusively available on the Nykaa website and app, and at all Nykaa stores across India. Find us on Instagram: https://www.instagram.com/kaybykatrina/ 

About Nykaa

At Nykaa, we share one vision- to bring inspiration and joy to people everywhere, every day. Born out of a desire to make beauty a mainstream choice, the Nykaa journey began in 2012 as a digitally native, consumer-tech company. Falguni Nayar’s entrepreneurial leap with Nykaa, tapped into an underserved beauty retail market, disrupting the ecosystem and putting India in the global spotlight. Today, Nykaa has expanded its offerings to include lifestyle and B2B by introducing online platforms Nykaa Fashion, Nykaa Man, and Superstore. Over the years, Nykaa has steadily captured the hearts of Indian consumers, ushering visits to both its online and 187 offline destinations and building loyal communities through engaging and educational content. Nykaa continues to build its house of brands with a sharp focus on innovation and consumer delight. Beauty brands such as Kay Beauty, Nykaa Naturals, Nykaa Cosmetics, and Wanderlust and fashion brands such as Nykd, Gajra Gang, Likha, RSVP and Pipa Bella, have become household names, as they consistently deliver on inspiration and high performing products to the consumers.

Nykaa’s unwavering commitment to authenticity and customer centricity has made it the retailer of choice for international brands entering India. Nykaa’s Global Store, a gateway into the world of coveted international brands, leverages the company’s proven supply chain and marketing capabilities to offer a truly seamless shopping experience. For its role in building India’s beauty and lifestyle retail markets, Nykaa has been awarded several Indian and International accolades and was proudly featured in the TIME100 Most Influential Companies List.

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