- Huda Beauty has officially entered the fragrance category with the launch of Easy Bake Intense Eau de Parfum, its first-ever scent, announced May 5, 2026, from Dubai.
- The scent features wild cherry top notes, white florals, cinnamon bark and caramel milk heart notes, and a warm vanilla bourbon base, crafted over 100 iterations with master perfumer Hamid Merati-Kashani.
- The fragrance originated as an April Fool's joke that quickly went viral, with overwhelming fan demand turning it into a full, elevated product.
- A major London launch event is planned to celebrate the debut, with the brand taking over the city in signature Huda Beauty style.
Huda Kattan has officially made her move into fragrance. Huda Beauty launched Easy Bake Intense Eau de Parfum on May 5, 2026, marking a bold new chapter for the brand and its founder, having built one of the most influential makeup brands globally.
The scent was designed to be the final step in Kattan’s glam routine, opening with juicy wild cherry, melting into white florals, cinnamon bark, and creamy caramel milk, before settling into a warm vanilla bourbon base. It was created through over 100 iterations alongside master perfumer Hamid Merati-Kashani.
The idea started with the community, first introduced as an April Fool’s joke, the limited edition concept quickly gained traction, with fans asking for it to become real. Rather than rush, the brand refined the formula into something more elevated and lasting.
This launch is also a significant personal milestone for Kattan. In June 2025, she reclaimed full ownership of Huda Beauty after buying back the minority stake held by TSG Consumer Partners since 2017, making it one of the rare fully founder-owned brands in the beauty space.
She had also previously sold her ownership in fragrance brand Kayali to her sister Mona Kattan in February 2025, making this debut under Huda Beauty her own standalone fragrance statement.
The move parallels the kind of bold founder-led brand extensions seen across beauty, much like Selena Gomez’s Rare Beauty deepening its product universe with Rare Beauty’s “True to Myself” foundation campaign, or Sabrina Carpenter‘s fragrance play in her Sweet Tooth mini perfume collection launch.
To celebrate, the brand will host a major launch event in London, taking over the city in true Huda Beauty style.
On the brand’s celebrity partnership history, Huda Beauty has previously worked with Miss Universe Palestine Nadeen Ayoub as an official sponsor, and ran a high-profile collaboration with Love Island USA star Huda Mustafa in late 2025 to promote its Easy Bake Duo Loose Powder.
Takeaways
This is not just a product launch, it’s a power move. Huda Kattan waited until she had full ownership of her brand before stepping into fragrance under the Huda Beauty name.
After selling her stake in Kayali and buying back full control of her makeup empire, launching Easy Bake Intense is a statement of creative and commercial independence.
The fragrance’s community-driven origin story, born from a viral joke that fans demanded become real, is the kind of brand-to-consumer feedback loop that money can’t manufacture. With a London takeover event planned, Huda Beauty is treating this like a cultural moment, not just a SKU drop.
With Huda Kattan selling her Kayali stake before launching Easy Bake Intense, is this her way of owning the fragrance conversation fully on her own terms? Can a makeup brand truly compete in the premium fragrance market, or does Easy Bake Intense risk being seen as a brand extension too far?
