When Huda Beauty Easy Bake Intense Eau de Parfum got its London launch event, the beauty world was already paying attention. What nobody could have mapped out: The Pussycat Dolls and Central Cee, both performing at the same party, for a perfume launch. 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 bottled from 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 officially launches worldwide on May 28.
What Huda Kattan Said
Kattan has been direct about the intention behind this fragrance. “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,” she said.
This launch also has a 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. On top of that, this new launch 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 Easy Bake Intense launch, Huda Beauty went all in on the celebration. The brand hosted a major event in 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. One beauty launch. Two headline acts. The crowd did not see it coming, and neither did most of the internet.
It was the kind of moment that 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 idea with a limited-edition April Fool’s drop in 2024, which gained enough fan demand to push the brand back into development. The Easy Bake setting powder, which launched in 2018, had spent years generating organic conversation about its distinctive scent. That fan enthusiasm was not ignored.
Easy Bake Intense is available in several formats, including a 50ml Eau de Parfum, a 10ml travel spray, the Easy Bake Intense Duo featuring both sizes, and the Easy Bake Intense Kit, which pairs the 50ml and 10ml fragrances with a Travel Spray Holder adorned with charms. An online-exclusive Travel Spray Holder with charms is also offered separately.
Where to Get It
Easy Bake Intense is currently available at hudabeauty.com. The global retail launch is set for 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 of more than 100 iterations to perfect. Huda Kattan has spent well into a decade making sure her community always gets something worth talking about, and the Easy Bake Intense launch was exactly that.
Cover Image: @hudabeauty/Instagram
