Huda Beauty expands product portfolio with launch of new fragrance line
Huda Beauty, renowned for revolutionizing makeup discovery and application worldwide, now channels that energy into perfumes.
UAE – Huda Beauty has launched into the fragrance market with Easy Bake Intense Eau de Parfum, a significant expansion for the brand led by founder Huda Kattan.
This move builds on the company’s makeup success by introducing a scent meant to cap off a full glam routine.
Kattan views fragrance as the ultimate glam finisher, making wearers feel irresistible and empowered. She aimed for a rich, intense profile: “When it’s truly you, it’s never too much.”
The concept emerged from fan enthusiasm after an April Fool’s limited-edition Easy-Bake fragrance prank went viral online.
Instead of a quick release, the team refined it meticulously for depth and longevity. Kattan’s 15+ years in scents—from blogging reviews to co-creating Kayali hits—shaped this expert-driven process.
Developed over 100 versions with perfumer Hamid Merati-Kashani, Easy Bake Intense starts with juicy wild cherry top notes.
It flows into a heart of white florals, cinnamon bark, and creamy caramel milk, then bases in warm vanilla bourbon.
This gourmand blend offers a bold, lingering trail that elevates the familiar Easy Bake vibe into luxury.
A grand London event will mark the debut, capturing Huda Beauty’s signature flair. The fragrance positions itself as a daily staple for enduring allure.
The UAE fragrance market is a thriving billion‑dollar industry, valued at about USD 1.2 billion in 2022 and projected to grow at a CAGR of 5–6% through 2028, driven by luxury perfumes, oud-based scents, and strong retail expansion.
By 2025, the market is expected to reach USD 1.37 billion, with forecasts of nearly USD 1.96 billion by 2032, according to a report published by Worldmetrics.
This launch comes shortly after Huda Cosmetics officially returned to full founder ownership, following its eight-year partnership with private equity firm TSG Consumer Partners.
The brand’s founder, Huda Kattan, has repurchased TSG’s minority stake, reclaiming complete control of the company she launched in 2013.
This move marks a significant milestone for Huda Beauty, positioning it among the rare fully founder-owned beauty brands in the global market.
Huda Beauty offers a wide range of makeup, skincare, fragrance, and beauty tools, with standout products like the Liquid Matte Lipsticks, #FauxFilter Foundation, Easy Bake Loose Setting Powder, and iconic false eyelashes.
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