The "Unpaid" Pitch
On Wednesday evening, April 29, Vicky took to his Instagram stories to show off a new product from Kay Beauty’s "Jelly Popsicle" range—the Iced Latte cheek tint.
The Post: Sharing a selfie with the product applied, Vicky wrote: "Caffeinated cheeks for caffeinated me! What a wow @katrinakaif @kaybykatrina."
The Joke: Known for his cheeky humor, he added a disclaimer: "I tried my best, but sadly not a paid promotion," hinting that he’s still waiting for an official brand deal from his wife [2.1.1, 2.3.1].
Katrina’s Witty Retort
Katrina didn't take long to reshare the story, but she added a label that resonated with every parent of a toddler:
The Reaction: Responding to the "caffeinated" comment, she wrote: "Best for sleep-deprived dads."
The Context: The remark is a sweet nod to their current life as new parents. The couple welcomed their son, Vihaan Kaushal, on November 7, 2025, and are currently navigating the joys (and late nights) of parenthood.
A History of "Kay-ness"
This isn't the first time the Chhaava actor has used his platform to boost Kay Beauty:
2024 Flashback: Fans fondly remember a video where Vicky talked to a stuffed toy deer, telling it, "Buddy, I think I just found the most hydrating lipstick."
The Slogan: He famously quipped, "It's not Kay to be so good," to which Katrina replied with the brand's tagline, "But it's Kay to be you".
What’s Next for the Power Couple?
Star Upcoming Project Role/Detail Vicky Kaushal Love & War Starring alongside Ranbir Kapoor and Alia Bhatt; Directed by SLB. Katrina Kaif Varanasi Rumored lead in S.S. Rajamouli’s mythological epic. Both Parenthood Focusing on their 5-month-old son, Vihaan.
SantaBanta Verdict:
In an industry where "power couples" often feel curated and distant, Vicky and Katrina’s social media banter feels refreshingly real. By turning a product endorsement into a "sleep-deprived dad" joke, they’ve managed to market Kay Beauty more effectively than a million-dollar ad campaign ever could. It seems that for Vicky, while the promotion isn't "paid" in cash, the "pouty" points he’s earning at home are more than enough.
