Overview
- Vicky Kaushal, in an Instagram Story on Wednesday, showed off Kay Beauty’s jelly lip and cheek wand with the line “caffeinated cheeks” and joked it was “not a paid promotion.”
- Kay Beauty reshared his post soon after and said it was “officially adding ‘caffeinated cheeks’ to our vocabulary,” pulling his phrase into the brand voice.
- Katrina Kaif later reposted Vicky’s Story with the note “best for sleep-deprived dads,” nodding to their life with their infant son.
- The back-and-forth drew quick fan reactions and broad pick‑up across entertainment outlets, turning a brief Story into wide publicity for the brand.
- Mid-day reported the label recently added three shades—Cotton Candy, Cherry Cola and Iced Latte—to its Jelly Lip & Cheek Popsicle range, giving the viral moment a timely product tie‑in.