This month, Huda Beauty, the globally recognised beauty brand founded by Huda Kattan, unveiled its latest product innovation: the Easy Blur Foundation. The launch marks a significant shift in the brand’s offerings, aligning with its recent rebranding towards a more natural, skin-focused ethos.
The new Easy Blur Foundation is designed to provide a lightweight, breathable finish while still offering buildable coverage. According to the product reveal on Huda Kattan’s Instagram, this foundation aims to deliver a flawless complexion that looks naturally radiant. It’s formulated with skin-loving ingredients that not only evens out skin tone but also provide hydration, making it suitable for everyday use.
One of the standout features of the Easy Blur Foundation is its extensive shade range. Huda Beauty has always been known for its inclusive approach to beauty, and this foundation is no exception. With a wide spectrum of 29 shades, the product is designed to cater to all skin tones, from the fairest to the deepest, ensuring everyone can find their perfect match. This commitment to diversity continues to set Huda Beauty apart in an industry that often falls short in this area.
The launch of the Easy Blur Foundation comes as part of a larger transformation for Huda Beauty. Once known for its bold, full-coverage products that catered to dramatic makeup lovers, the brand is now embracing a more natural aesthetic. This change reflects Huda Kattan’s own evolving beauty philosophy, which has shifted from maximalist glamour to enhancing natural beauty.
In an interview with Women’s Wear Daily (WWD), Kattan shared insights into this rebrand. She spoke about the decision to move away from the brand’s heavy makeup image to focus on products that promote skin health and a more natural look. “We’re transitioning from being a full-coverage brand to one that’s more about glowing skin,” Kattan explained. She noted that the change isn’t just about following trends but rather a personal evolution and a response to consumer demand for more versatile, skin-friendly products.
As part of its rebranding, Huda Beauty is simplifying its product lineup to focus on high-performance essentials. This includes a renewed emphasis on skincare-infused formulas that offer more than just aesthetic benefits. The brand’s new direction also comes with a shift in marketing, with campaigns that celebrate individuality, self-expression, and the natural beauty of all skin types.
The Easy Blur Foundation exemplifies this new approach by providing a product that enhances rather than masks. It’s designed to cater to makeup lovers who want their skin to look like skin, but with a smoother, more even finish. The product launch is accompanied by a campaign featuring models with diverse skin tones, showcasing the foundation’s versatility and universal appeal.
Huda Beauty’s rebrand signals an exciting new chapter for the brand. While it remains committed to offering innovative, high-quality products, its new direction aims to resonate with a broader audience that values authenticity, inclusivity, and the enhancement of natural beauty. The Easy Blur Foundation is a perfect embodiment of this philosophy — a product that promises to deliver both beauty and confidence, without compromising on comfort or skin health.
With this bold new direction, Huda Beauty is not only keeping pace with the evolving beauty landscape but also setting the stage for future innovations that celebrate all forms of beauty. As Huda Kattan herself puts it, “It’s not about looking perfect; it’s about feeling your best in your skin.” And with the launch of the Easy Blur Foundation, it seems Huda Beauty is well on its way to achieving just that.
For more details on the new foundation, check out the official launch video on Huda Beauty’s Instagram, and read about the rebrand on WWD. Also, purchase the Easy Blur Foundation at Sephora or Huda Beauty now.
Bethan Gwynne
