"We're always listening. It just makes sense to give the community what they want. For years, one request kept showing up over and over again: Turn the scent of Easy Bake into a perfume. After a limited-edition April Fool's launch in 2024 - and more than 100 iterations with perfumer Hamid Merati-Kashani - it's finally become a reality with Easy Bake Intense Eau de Parfum, Huda Beauty's first official fragrance, launching May 28."
"Instead of directly copying the powder's familiar white floral scent, Easy Bake Intense pulls it somewhere warmer, smokier, and more sensual. It opens with cherry - the dark, ripe kind, not the cough-syrupy kind - before the cinnamon bark starts cutting through with a woody, almost toasted warmth that becomes the backbone of the fragrance."
"I wanted it to feel like a whole fragrance - every part of the scent connecting with each other - so we spent a lot of time rounding out the edges. There were two main things that we added at the end that I felt really grounded the fragrance in an interesting way: the creaminess and the cinnamon. That's what makes it addictive."
Huda Kattan, founder and CEO of Huda Beauty, actively listens to customer feedback and community requests to develop new products. After repeated requests to create a fragrance based on the brand's popular Easy Bake setting powder, the company collaborated with perfumer Hamid Merati-Kashani on over 100 iterations. The resulting Easy Bake Intense Eau de Parfum launches May 28 as the brand's first official fragrance. Rather than directly replicating the powder's white floral scent, the fragrance evolves into a warmer, smokier composition featuring dark cherry, cinnamon bark, caramel milk, tuberose, and vanilla bourbon. Kattan emphasizes the importance of creating a cohesive fragrance where all elements connect harmoniously, with creaminess and cinnamon serving as key grounding notes that enhance its addictive quality.
#fragrance-launch #huda-beauty #customer-driven-product-development #perfume-composition #brand-innovation
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