Huda Beauty has officially stepped into the fragrance space with the debut of Easy Bake Intense Eau de Parfum, marking a significant expansion beyond its core makeup offerings. This move signals a strategic push by Hudaand’s cult-favorite Easy Bake line, translating its identity into scent form. Developed in partnership with master perfumer Hamid Merati-Kashani, the fragrance underwent more than 100 iterations before reaching its final composition.
Easy Bake Intense follows a gourmand scent profile. It opens with notes of wild cherry, transitions into a heart of white florals, cinnamon bark, and caramel milk, and settles into a warm vanilla bourbon base. Interestingly, the idea originated after an April Fool’s teaser sparked widespread consumer interest, ultimately encouraging the brand to turn the concept into a full product launch.
Founder Huda Kattan brings extensive expertise to the category, with over 15 years of experience in fragrance, including her role in co-founding Kayali. The rollout will include a major activation in London, highlighting the brand’s focus on immersive, community-driven experiences.
This move signals a strategic push by Huda Beauty to diversify into adjacent beauty categories, tapping into its loyal customer base and strong founder-led identity to compete in the growing prestige fragrance market.
