Easy Bake Intense
Eau de Parfum
Huda Beauty
Favourite
Huda Beauty
Influencer-founded Dubai brand translating its high-impact makeup aesthetic into bold, social-media-friendly fragrances.
About Huda Beauty
Huda Beauty is a Dubai-based beauty brand founded in 2013 by Iraqi-American makeup artist and influencer Huda Kattan, working closely with her sisters Mona and Alya Kattan.[5][4] The brand grew out of Huda Kattan’s earlier digital presence, which began with a beauty blog and social media channels started in 2010, and its first commercial offering was a line of false eyelashes that gained rapid traction when worn by high-profile celebrities.[5][1]
Initially focused on color cosmetics, Huda Beauty expanded across categories to foundations, eyeshadow palettes, lip products, and complexion-focused lines, becoming a global name in prestige beauty and a key player in the influencer-founded brand space.[5][4] In 2017, private equity firm TSG Consumer Partners took a minority stake in the company, and by 2025 Huda Kattan and her family had bought back that stake, returning the business to 100% founder ownership.[1][5]
Fragrance has played a growing role in the group’s strategy. In 2018, Huda and Mona Kattan co-founded the fragrance brand Kayali under the Huda Beauty umbrella, positioning it as a separate but related perfume line.[1][2] In 2025, Huda Beauty announced it would sell its ownership in Kayali so it could operate as a standalone fragrance business, while Huda Beauty itself began moving directly into fine fragrance with the launch of Easy Bake Intense Eau de Parfum, leveraging Huda Kattan’s prior experience co-founding Kayali and her long personal interest in scent.[2][3]
Within fragrance, Huda Beauty’s positioning is closely tied to its makeup heritage: bold, photogenic, and designed with social media visibility in mind.[1][3] The brand uses its large global audience and direct communication style to test concepts quickly, build hype around launches, and frame scent as an extension of makeup and overall look rather than a separate, more traditional luxury ritual.[1][3]
At a Glance
The Brand
Founded
2013
Founder
Huda Kattan
Country
United Arab Emirates
Category
Celebrity
Scent Personality
Worth It?
Scent DNA
Gourmand
Sweet Amber
Fruity Floral
Fragrances are likely to mirror the brand’s makeup DNA: saturated, camera-ready compositions that prioritize impact and memorability over subtlety.[3][1] Expect accessible, trend-aware scent structures with crowd-pleasing sweetness and a clear focus on smelling noticeable in social and nightlife settings rather than office-safe discretion.[3][6]
Heart Notes
Base Notes
Typical Performance
Longevity
Long
Projection
Strong
Positioning
A celebrity, premium house known for gourmand compositions.
How It Compares
- → Bolder than Lancôme
- → More influencer-driven than Yves Saint Laurent
- → Less experimental than Byredo
Who It's For
Best For
- Going-out and nightlife
- Social media and content creation looks
- Younger consumers and beginners to fragrance
- Fans of sweet gourmand and makeup-inspired scents
Strengths & Weaknesses
Strengths
- Strong founder-led storytelling and direct social media connection with consumers.[1][2]
- High-impact compositions that suit nightlife, events, and photography.[3][6]
- Ability to ride and shape beauty trends quickly thanks to its digital-first model.[1][3]
- Clear crossover appeal for existing Huda Beauty makeup fans entering fragrance.
Weaknesses
- Style may feel too sweet, bold, or influencer-centric for conservative or classic niche-fragrance audiences.[3][6]
- Initial range is limited compared to established perfume houses, so breadth of styles and note profiles is still developing.[3]
- Heavy reliance on hype and social media cycles can make some launches feel trend-driven rather than timeless.[1][3]
Brand Evolution
Huda Beauty started as a color-cosmetics brand built on false lashes and high-impact makeup, then expanded into a full-face offering before branching into fragrance via the sister brand Kayali in 2018.[1][5][2] After Kayali was set up as a standalone company and Huda Beauty sold its ownership stake, Huda Beauty began building its own fragrance line with Easy Bake Intense, signaling an intent to integrate scent more tightly with its core makeup story.[2][3] Going forward, its fragrance evolution is likely to follow its typical playbook: social-media-tested concepts, strong founder visibility, and rapid iteration based on community feedback.[1][3]
Quick Verdict
Huda Beauty’s fragrance direction is best suited to consumers who already enjoy its high-glam makeup and want a similarly bold, sweet, photogenic scent style. Traditionalists seeking understated, composition-driven perfumery will probably look elsewhere until the catalog matures beyond its attention-grabbing core.
Perfumers
Huda Beauty Perfumes