Huda Beauty marks a highly anticipated return to the world of perfume. A little over a year after selling sister company Kayali to Mona Kattan and the General Atlantic fund, the Dubai makeup brand is preparing a launch that is already causing a lot of talk, especially among fans of the Easy Bake loose powder.
This first perfume launched directly under the name Huda Beauty promises to transform the comforting scent of into a true olfactory signature. Between gourmet notes, Middle Eastern perfume codes and very community storytelling, opens a new chapter for the brand.
Huda Beauty, from Kayali to Easy Bake Intense Eau de Parfum
Huda Beauty, founded in 2013 in Dubai by Huda Kattan, Mona Kattan and Alya Kattan, first established itself with its palettes and lipsticks before venturing into perfumery via Kayali in 2018. The recent sale of Kayali to General Atlantic did not end the founder’s interest in perfume, quite the contrary.
With , developed after more than 100 iterations with master perfumer Hamid Merati-Kashani of dsm-firmenich, Huda Beauty officially re-enters the category. The brand assumes the positioning of a gourmet floral perfume, designed to extend the already cult makeup universe of Easy Bake onto the skin.
Easy Bake Intense, a gourmet floral fragrance inspired by the cult powder
The juice opens with a juicy wild cherry before melting into a heart of sensual white flowers, cinnamon bark and creamy milk caramel, to settle on a warm base of bourbon vanilla. Result: a rich and very present trail, with a delicious and warm signature that persists all day long. The bottle reinterprets the iconic design of the powder in a luxury and very desirable version.
Directly inspired by the scent of the iconic loose powder, this perfume was designed, according to the brand,. , explains Huda Kattan to Premium Beauty News.
How to wear Easy Bake Intense Eau de Parfum and where to find it
For Huda Kattan, this launch is part of a very precise vision of beauty as a ritual of transformation. , she confides, seeing perfume as the final layer that makes you feel irresistible and powerful after makeup.
Designed for lovers of warm and enveloping perfumes, this gourmet floral lends itself well to evenings and cold seasons, but remains wearable during the day thanks to its luminous white flowers. Available in 50 ml (79 dollars, or around $73) and in a 10 ml travel size (around 30 dollars, or $28), it will be launched from May 28 with a big event in London, then gradually rolled out in Europe at Huda Beauty and at Sephora.
Price of Easy Bake Intense?
The 50 ml costs around 79 dollars, the 10 ml around 30 dollars.
Olfactory notes of Easy Bake Intense?
Wild cherry, white flowers, cinnamon, creamy milk caramel and bourbon vanilla base.
Release date in Europe?
The perfume is announced from May 28 in the main European markets.
