THE WHAT? Huda Beauty has entered the fragrance category with the launch of Easy Bake Intense Eau de Parfum.
THE DETAILS The new scent marks the brand’s first move into fragrance, building on its strong position in makeup. Inspired by its cult-favourite Easy Bake range, the fragrance was developed through more than 100 iterations in collaboration with master perfumer Hamid Merati-Kashani.
The scent features a gourmand profile, opening with wild cherry, followed by white florals, cinnamon bark and caramel milk, and finishing with a vanilla bourbon base. The concept originated from strong consumer demand after an April Fool’s teaser went viral, prompting the brand to develop a full-scale product.
Founder Huda Kattan brings over 15 years of fragrance experience, including her role in co-founding Kayali. The launch will be supported by a major activation in London, reinforcing the brand’s experiential and community-driven approach.
THE WHY? The move reflects Huda Beauty’s strategy to expand beyond makeup into adjacent categories, leveraging its strong consumer community and founder-led brand equity to enter the growing prestige fragrance market.
Source: PR Newswire
