By Jessica Ye (Jessica Yap)
To celebrate the launch of Easy Bake Intense Eau de Parfum, Huda Beauty transformed Outernet into a full-blown gourmand fantasy drenched in dripping caramel, floating white florals and giant tumbling cherries flashing across massive wraparound screens. Guests weren’t walking into a fragrance launch. They were walking straight into Huda Kattan’s sugar-coated universe.
The night kicked off with Huda emerging from a giant perfume bottle after theatrically “breaking into” her own vault, sending the crowd into immediate reaction.
Huda Kattan emerging from a giant perfume bottle at Outernet London as Central Cee performs live at the Easy Bake Intense launch in London
The Pussycat Dolls (featured image) also made their return to the stage while Central Cee brought a distinctly London energy into the room. The mix held — hyper-glam beauty spectacle set against pop culture performance under one roof.
At the centre of it all was Easy Bake Intense Eau de Parfum, built around wild cherry, white florals, cinnamon, caramel and vanilla bourbon, leaning rich, warm and unapologetically indulgent from the first spray.
“I wanted Easy Bake Fragrance to feel rich, sexy, and intense. Because when it’s truly you, it’s never too much.”
— Huda Kattan
Nothing was toned down — not the visuals, not the performances, not the fragrance itself. Huda Beauty has built its empire on glamour pushed to the extreme, and Easy Bake Intense arrived in London in the same register.
For one night, London smelled like caramel, cherries and pure excess.
