Huda Beauty launches first standalone fragrance after KAYALI split, debuting Easy Bake Intense Eau de Parfum

Huda Beauty is entering fragrance on its own, and Easy Bake Intense Eau de Parfum is priced like a gift meant to move fast at $79 for 50ml. The launch arrives May 28 and gives Huda Kattan’s brand a first-ever perfume that sits in the entry-luxury zone, lower than many prestige scents that start well above $100.

The formula leans floral-gourmand, which is exactly the kind of profile that tends to travel well in gifting: wild cherry at the top, white florals, cinnamon bark and caramel milk in the middle, and vanilla bourbon at the base. Huda Beauty says the scent was developed with master perfumer Hamid Merati-Kashani and went through more than 100 iterations before the final version was approved. That kind of development matters in fragrance, where a crowded launch calendar rewards a scent that feels polished on first spray and still holds up hours later.

The story behind the perfume is almost as giftable as the bottle. What started as an April Fool’s joke became a real release after fans pushed for it, and Huda Kattan has described fragrance as the “final step” of glamour. She wanted Easy Bake Fragrance to feel “rich, sexy, and intense,” a brief that matches the perfume’s name and helps explain why the brand is positioning it as more than another seasonal scent. It is also an extension of the Easy Bake franchise, which already has cult status through the Easy Bake setting powder and setting spray.

The timing gives the launch extra weight. Huda Beauty sold its ownership stake in KAYALI in February 2025 to General Atlantic, after Huda and Mona Kattan founded the fragrance line in 2018, with Mona Kattan remaining CEO. Against that backdrop, Easy Bake Intense reads as a brand reset as much as a beauty release: a standalone fragrance, a frosted square flacon with a round cap embossed “Huda,” and a major London launch event built to signal that Huda Beauty wants a real seat at the perfume table. For shoppers looking for a present that feels current, recognizable and under $100, this is the kind of debut that can become the obvious prestige gift before the holiday season even starts.