Vicky Kaushal’s “Unpaid Promotion” For Kay Beauty Gets A Witty Response From Katrina Kaif

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Vicky Kaushal keeps drawing attention to Katrina Kaif's 'Kay Beauty' brand, but without a formal endorsement deal. Instead of a long-term contract, Vicky often uses playful social media posts and public comments, turning casual moments into viral visibility for the makeup label.

Photo Credit: Instagram@katrinakaif

This pattern of relaxed support has built a steady link between Vicky and Kay Beauty over several years. Vicky is not listed as an official brand ambassador. Yet the actor still appears in campaigns, jokes about the products, and regularly shifts focus towards Katrina's work.

Vicky Kaushal Kay Beauty Viral 'Caffeinated Cheeks' Moment

The most recent example comes on 29 April 2026, through Vicky's Instagram stories. Vicky shared a selfie that highlighted what Vicky called "caffeinated cheeks", created using a new Jelly Popsicle product. The post showed Vicky wearing the "Iced Latte" shade from Kay Beauty's Jelly Lip & Cheek Popsicle line.

Photo Credit: Instagram@katrinakaif

Along with the image, Vicky added a tongue-in-cheek caption about the lack of a contract. The story read: "I tried my best, but sadly not a paid promotion." Katrina Kaif later reposted the story and teased Vicky, calling the product the "best for sleep-deprived dads", a nod to their son, Vihaan Kaushal, born in November 2025.

Vicky Kaushal Kay Beauty Campaigns And Public Jokes

Vicky has also appeared in Kay Beauty's digital promotions before this latest joke. In 2024, Vicky featured in a reel for the Hydra Creme Lipsticks launch. Vicky played with a stuffed toy, then "reviewed" the lipsticks, ending with the pun: "It's not Kay to be so good." Kay Beauty tagged the clip as #VickyKaushalApproved.

Beyond planned shoots, Vicky often brings up Kay Beauty during interviews and events. Vicky has called Katrina his personal "fashion police" many times. Vicky also highlighted Katrina's business steps, including the launch of the Kay Kafe at Infiniti Mall in Mumbai in April 2025, further tying Vicky's image to the brand.

These light moments, from the "caffeinated cheeks" selfie to lipstick puns, show an ongoing pattern. Vicky Kaushal continues to support his wife, Katrina Kaif's business venture and boost Kay Beauty through humour and everyday presence. More than anything, it reflects how consistently he shows up for her and stands by what she's building.