Huda Kattan’s Easy Bake Launch Shows How Huda Beauty Outgrew the Influencer Label
Huda Kattan built Huda Beauty from a beauty blog into one of the most recognizable names in cosmetics, and the launch of Easy Bake helped crystallize that shift from creator-led brand to global beauty business. Easy Bake first arrived in 2018, and Huda Beauty’s U.S. store now lists the loose powder at $39, a reminder of how enduring the product has become.
The powder was more than just another launch. It fit neatly into the brand’s full-glam identity, leaned into Kattan’s internet-native marketing instincts, and arrived as Huda Beauty was expanding far beyond lashes into complexion staples, concealers, powders, and a broader prestige makeup lineup.
HUDA BEAUTY Easy Bake Loose Baking & Setting Powder
A finely milled loose powder designed to blur the look of pores and help lock makeup in place with a matte, airbrushed finish.
Check Price on AmazonKattan’s story still reads like a modern beauty-industry case study. After studying finance at the University of Michigan-Dearborn, she moved to Dubai, launched her Huda Beauty blog in 2010, and turned that audience into a business with her sisters Mona and Alya. Huda Beauty officially launched in 2013, first gaining traction with false lashes before growing into a full cosmetics line.
That growth eventually attracted private equity. TSG Consumer Partners bought a minority stake in 2017, giving Huda Beauty outside backing during a key expansion phase. In 2025, the company said it had returned to full founder ownership, a rare move in beauty, while KAYALI became a standalone fragrance company led by Mona Kattan with General Atlantic.
Even years after Easy Bake’s debut, the product still sits near the center of Huda Beauty’s complexion lineup. On the brand’s current U.S. storefront, Easy Bake is listed as a bestseller, while the company has also expanded the franchise with newer products like Easy Bake Pressed Powder.
HUDA BEAUTY #FAUXFILTER Under Eye Color Corrector
A complementary complexion product that targets under-eye discoloration and pairs naturally with a setting powder routine.
Check Price on AmazonKattan’s larger business story has shifted with the years, too. Forbes Middle East said Forbes valued her net worth at $400 million as of June 1, 2023, and Reuters reported in 2025 that Huda Beauty’s social footprint topped 54 million Instagram followers across the brand ecosystem. That scale helps explain why Huda Beauty now looks less like an influencer side project and more like a founder-led beauty platform with staying power.