Huda Beauty is expanding its Easy Bake makeup franchise with a new collection developed in partnership with global superstar Cardi B, as the cosmetics brand adds new pink and lilac shades to its loose and pressed setting powders.
The Ultra Snatched collection includes two Easy Bake Loose Setting Powder Duos priced at $43 and two Easy Bake Pressed powders priced at $40. The launch is being supported by a campaign featuring Huda Beauty founder Huda Kattan and Cardi B.
The collection extends the brand’s Easy Bake line with a colour palette built around bright pink and cool lilac tones. Huda Beauty says the products are designed to brighten, lift and blur the appearance of the complexion.
The launch campaign, called “Snatched Baddies,” features Kattan and Cardi B and is rolling out across social media, digital channels and stores.
According to Huda Beauty, Cardi B participated in shaping the campaign’s creative direction alongside Kattan. The campaign centres on the pair trading lives as their respective worlds collide, highlighting the new collection and its makeup routine.
The Easy Bake Loose Setting Powder Duos contain two complementary loose powders that can be used separately or blended together. An adjustable selector allows users to choose one shade or combine both powders.
The company says the formula provides up to 18 hours of wear and an airbrushed finish without flashback.
The Cherry Lilac duo is intended for fair to light skin tones and includes Cherry Blossom Cake, described as a sheer soft pink, and new Lilac Muffin, a soft, cool-toned lilac. The shades can also be mixed to create a pinky-lilac blend.
The Pink Ube duo is intended for medium to tan skin tones and includes Pink Velvet Cookie, a deep rosy pink, and Ube Birthday Cake, an electric lilac. The combined shades create a rosy-mauve blend.
The Easy Bake Pressed powders are available in Ube Birthday Cake and Pink Velvet Cookie. Huda Beauty describes the pressed formula as a superfine, portable powder designed to provide up to 12 hours of shine control with a matte finish.
Ube Birthday Cake is described as a medium shade with cool lilac undertones, while Pink Velvet Cookie is intended for tan skin tones with warm pink undertones.
The company is also promoting the collection through its “Snatch Map” application technique, which involves strategically applying the loose powder duo to brighten and lift the complexion before layering the pressed powder.
The Ultra Snatched launch brings together Huda Beauty’s established Easy Bake franchise with Cardi B’s involvement in the campaign and product rollout, while adding new shades and formats to the collection.
More from Retail Insider:
- Cake Beauty expands retail footprint in Canada with Walmart and Shoppers Drug Mart rollout
- Why visual search is reshaping beauty personalization: Pinterest (Opinion)
