HUDA BEAUTY Brings the World’s Most Immersive Beauty Event to London

LONDONMay 20, 2026 /PRNewswire/ — Huda Beauty marked a significant milestone in its brand history by hosting a large-scale brand immersion event in central London to celebrate the launch of its first fragrance, Easy Bake Intense Eau de Parfum. The evening brought together global celebrities, creators, and industry leaders, underscoring the brand’s strategic expansion into the fragrance sector and its growing influence in beauty and culture.
The event was held at Outernet, a digital art venue in central London known for its wrap-around giant screens. Guests were fully “immersed in the fragrance,” stepping into the surreal world of Easy Bake Intense Eau de Parfum: a sensory interactive experience featuring cascading juicy cherries, flowing rich caramel, and floating white florals.

Huda Kattan, CEO & Founder of Huda Beauty – credit: Huda Beauty

The evening kicked off with a stunning reveal: Huda Kattan emerged from a giant new Easy Bake Intense Eau de Parfum bottle, as if unlocking her own treasure vault, delivering an unexpected surprise for guests. This was followed by two electrifying performances that elevated the atmosphere—the highly anticipated surprise return of the global phenomenon Pussycat Dolls, and a fiery set from UK favorite Central Cee, igniting the crowd and setting the tone for this high-energy celebration, further highlighting the grand scale and cultural impact of the launch: Easy Bake Intense is back.

Speaking about the launch, brand founder and CEO Huda Kattan said: “I wanted Easy Bake Fragrance to be rich, sexy, and intense. Because it’s already your scent, and you can never have too much.” After countless rounds of refinement and meticulous crafting, Easy Bake Intense Eau de Parfum presents a warm, gourmand fragrance profile with a lingering finish that is unforgettable at first sniff. The top notes feature juicy wild cherries, followed by delicate floral notes and a hint of cinnamon warmth, settling into a rich blend of caramel, creamy vanilla, and smooth cream accords. The result is a scent that is both distinctive and long-lasting, striking a perfect balance between familiarity and a more sophisticated, indulgent character.