Huda Beauty's Easy Bake Intense Eau de Parfum launched in London with The Pussycat Dolls and Central Cee both performing on the same night. One beauty launch. Two headline acts. The Dubai-founded brand did not hold back, and the internet has been reacting ever since.
How Huda Beauty Easy Bake Intense Went From Joke to Fragrance
The Easy Bake Intense Eau de Parfum has a genuinely wild origin story. In 2024, Huda Kattan posted what looked like an April Fool's joke: a limited-edition fragrance inspired by the signature scent of the cult-classic Easy Bake Loose Baking and Setting Powder, which has had a devoted fanbase since its 2018 launch. Fans did not play along with the joke — the demand that followed was loud enough to push Huda Beauty into full-scale development.
The final scent was created through more than 100 iterations in collaboration with master perfumer Hamid Merati-Kashani. Easy Bake Intense opens with wild cherry, followed by white florals, cinnamon bark, and caramel milk, then settles into a vanilla bourbon base. The packaging is a frosted square bottle with a rounded cap stamped with "Huda" on top. The fragrance retails for $79 and launched worldwide on May 28.
What Huda Kattan Said
> "Fragrance is the final step of feeling fully glamorous, it's what brings everything together and makes you feel completely irresistible and powerful. I wanted Easy Bake Fragrance to feel rich, sexy, and intense. Because when it's truly you, it's never too much."
This launch also carries deeper context for the brand. It comes shortly after Huda Cosmetics officially returned to full founder ownership, following its eight-year partnership with private equity firm TSG Consumer Partners. Kattan repurchased TSG's minority stake, reclaiming complete control of the company she launched in 2013. This new launch also comes just over a year after Huda Beauty sold Kayali to Mona Kattan and General Atlantic, making Easy Bake Intense Huda Beauty's own dedicated fragrance play.
The London Event Nobody Saw Coming
For the Huda Beauty Easy Bake Intense launch, the brand went all in on the celebration. The event was held at Outernet London, and if the scale of it needed a headline, two performances took care of that: The Pussycat Dolls performed, then Central Cee took the stage. The crowd did not see it coming, and neither did most of the internet.
It was the kind of moment the Huda Beauty community has come to expect from Huda Kattan, who has consistently made her product launches as memorable as the products themselves.
The Easy Bake Name Already Had Pull
Huda Beauty first tested the fragrance concept with a limited-edition April Fool's drop in 2024, which generated enough fan demand to push the brand back into development. The Easy Bake setting powder, launched in 2018, had spent years driving organic conversation about its distinctive scent. That fan enthusiasm was not ignored.
Where to Get Easy Bake Intense
Easy Bake Intense is available in several formats:
- 50ml Eau de Parfum - 10ml Travel Spray - Easy Bake Intense Duo — both the 50ml and 10ml sizes - Easy Bake Intense Kit — 50ml and 10ml fragrances plus a Travel Spray Holder adorned with charms - Online-exclusive Travel Spray Holder with charms (sold separately)
Easy Bake Intense is available now at hudabeauty.com. The global retail launch was May 28, 2026.
The Huda Beauty Standard
If the London event proved anything, it is that Huda Beauty launches are a category of their own. The Pussycat Dolls. Central Cee. A perfume that started as a fan request and took two years and more than 100 iterations to perfect. Huda Kattan has spent well over a decade making sure her community always gets something worth talking about — and the Easy Bake Intense launch was exactly that.
