Huda Beauty has dropped Easy Bake Intense Eau de Parfum, the brand’s first solo fragrance since divesting sister house Kayali in early 2025.

Huda Beauty has its first fragrance. Easy Bake Intense Eau de Parfum drops May 28 at $79, named after the brand’s cult Easy Bake setting powder. In February 2025, Huda Beauty divested Kayali, the sister fragrance house Huda Kattan and her sister Mona Kattan built together in 2018, selling the gourmand-focused brand to General Atlantic with Mona staying on as CEO. Easy Bake Intense is the first perfume the parent company has put out since.

That separation gives the new scent something to carry. Huda Kattan, founder and CEO of Huda Beauty, isn’t a stranger to the category. She has fifteen-plus years in fragrance: reviewing scents during her early blogging days, then co-building Kayali into a cult name. The new project started somewhere stranger, as an April Fool’s prank. Huda Beauty floated a fake limited-edition Easy Bake perfume online, fans took it seriously, and the demand refused to die. Rather than rushing the joke into product, the team went through more than 100 rounds of development with master perfumer Hamid Merati-Kashani before signing off on the final formula.

Merati-Kashani’s brief was floral gourmand with serious staying power. Wild cherry opens the bottle. The middle turns spicy and sweet: white florals layered with cinnamon bark and caramel milk. Vanilla bourbon settles in at the base, classically gourmand and pulling the whole composition into something rich and long-wearing.

The bottle holds all of that. A frosted square flacon, round cap embossed with “Huda.” “I wanted [the] ‘Easy Bake’ fragrance to feel rich, sexy and intense. Because when it’s truly you, it’s never too much,” says Kattan. Easy Bake Intense Eau de Parfum hits shelves May 28 at $79.