Huda Beauty Enters the Fragrance Business: Easy Bake Intense Arrives at the End of May
The beauty brand Huda Beauty is releasing its first own fragrance on 28 May 2026. Easy Bake Intense is a gourmand homage to the iconic make-up line.
The Dubai-founded beauty brand Huda Beauty is bringing its first Eau de Parfum to market on 28 May 2026. Easy Bake Intense is a direct olfactory translation of the well-known Easy Bake setting powder from the brand's range and is aimed at women and men alike. The recommended retail price is 79 US dollars; distribution starts online and in bricks-and-mortar retail.
The composition is the work of the perfumer Hamid Merati-Kashani. Together with Huda Beauty's development team, he worked through more than one hundred iterations, according to the company, before the final formula was settled. The fragrance pyramid lists cherry as the top note, a heart of caramel, cinnamon, milk and white flowers, and a base of vanilla. Stylistically, Easy Bake Intense is thus a floral-fruity gourmand that picks up the tonality of classic baking aromas.
From April Fools' joke to product line
The backstory is remarkable: the move into perfumery goes back to an April Fools' joke with which Huda Beauty had previously played on social media. The strong response and the pronounced consumer desire for a real perfume version provided the impetus for development. Easy Bake Intense is thus a further example of how beauty brands are strategically bridging the gap between the world of make-up and perfumery.
Huda Beauty's market entry comes at a time when the fragrance category is the fastest-growing segment of the beauty industry and new players are continually pushing into the premium and selective segment. For the brand itself, the launch marks the formal extension of its portfolio into the fragrance category – with the social-media-savvy brand presence typical of Huda Beauty.