In the ever-evolving landscape of the beauty industry, few names command as much authority as Huda Kattan. As the founder of Huda Beauty, Kattan has transformed the way the world approaches complexion products, particularly with her iconic "Easy Bake" line. Recently, the brand made waves by enlisting global superstar Cardi B to spearhead the launch of two new shades in the bestselling powder collection, signaling a major push to modernize and expand the brand’s reach.
However, beyond the celebrity-studded campaigns, Kattan is on a mission to correct a fundamental flaw in the modern makeup routine: the way we apply setting powder. In an exclusive interview, the beauty mogul breaks down the science of skin texture, the importance of skin-type-specific application, and the secret products she keeps in her own kit.
The Core Problem: Why Your Makeup Looks "Cakey"
For years, social media tutorials have pushed the "baking" trend to the extreme, encouraging users to pile on thick layers of loose powder in hopes of achieving a flawless, airbrushed finish. According to Kattan, this is the single most common mistake in modern makeup artistry.
"I think the biggest misconception and the thing that people get wrong is that they need to go too heavy," Kattan explains. "Rather than load on layer upon layer of powder, you should focus on using less product. The goal is a blurred effect, not a mask."
The "cakey" appearance that many consumers struggle with is often the direct result of product buildup—specifically when powder settles into fine lines or pores, rather than sitting smoothly on the surface of the skin. Kattan emphasizes that achieving a "snatched" look—her signature terminology for a lifted, defined complexion—requires precision rather than volume.
Matching Product to Skin Type: The Loose vs. Pressed Debate
One of the most valuable insights Kattan provides is the definitive guide to choosing between loose and pressed powders based on individual skin needs. The choice is not merely about preference; it is about how the particles interact with your specific skin texture.
For Those with Texture and Pores
"If you have texture, if you have pores, if you have wrinkles, go with your loose powder," Kattan advises. "That will just make sure that everything is super, super smooth." The fine, mill-ground particles of a high-quality loose powder are designed to fill in microscopic imperfections, providing a soft-focus finish that pressed powders—which are often more compacted and dense—might struggle to achieve on uneven surfaces.
The Oily Skin Strategy
Kattan offers a surprising tip for those who battle excess sebum throughout the day: "If you have oily skin, you can actually go heavier with powder, and the more the day goes on and the oilier your skin gets, the better your skin looks." For this skin type, the powder acts as a stabilizer, mixing with natural oils to create a more skin-like, luminous finish as the hours pass.
The Dry Skin Approach
For individuals with dry skin, the strategy shifts entirely. Kattan suggests starting with a pressed powder. "If you don’t have a lot of wrinkles, you don’t have a lot of texture, and you just need something to set, I would say go with pressed first." She notes that you can follow up with a very minimal amount of loose powder, but the foundation of the routine should prioritize hydration to avoid accentuating dry patches.
The Secret Sauce: Skin Prep as the Ultimate Primer
Perhaps the most crucial takeaway from Kattan’s expertise is that the quality of your powder application begins long before you touch a brush to your face. For Kattan, who identifies as having dry skin, the secret to a perfect application is "heavy" moisturization.
"I know this is, like, so cliché, people talk about skin prep, but I love a heavy moisturizer before I do my glam," she says. Her holy grail product for this is the cult-favorite Embryolisse Lait-Crème Concentré. Kattan admits she has been a fan of the French pharmacy staple for years, often "masking it on" to create a hydrated, supple base that allows makeup to glide on without clinging to dry areas. This barrier of hydration acts as a buffer, preventing powders from dehydrating the skin throughout the day.
Beyond the Bake: A Look into the Huda Beauty Kit
While the Easy Bake powders are the stars of the current campaign, Kattan’s influence extends into several other categories. Her philosophy is centered on high-performance products that are accessible even to those who aren’t professional makeup artists.
The Lip Contour Stain
Kattan notes that her viral lip stains have become a staple in celebrity kits worldwide. "I kid you not, almost every single one of your favorite celebrities is obsessed with our lip stains," she raves. The product is designed for extreme longevity, a non-negotiable trait for performers like Cardi B who need their makeup to survive hours of high-energy movement.
FauxFilter Under Eye Color Corrector
For those who want a "no-makeup" makeup look, Kattan highlights her color corrector. "Sometimes I don’t wear concealer, I just put on our color corrector. It does its job but is not intimidating as well, which is really nice." This product serves as an entry point for beginners who may feel overwhelmed by the heavy, full-coverage routines often seen on TikTok.
Huda’s Personal Restock List: The Beauty Editor’s Edit
As a beauty lover, Kattan is not just an entrepreneur; she is an avid consumer. During her recent discussions, she highlighted several products she personally stocks up on, often turning to Amazon to replenish her essentials.
- Saie Glowy Super Gel Illuminating Face Makeup Primer: Kattan is a vocal fan of the brand Saie, particularly their illuminating primer. "I think Saie is amazing," she notes, praising the product for providing an effortless, lit-from-within glow that plays perfectly with various foundations.
- CYKLAR Sensorial Multi-Oil Body Wash: In a departure from facial makeup, Kattan identifies this body wash as a daily essential. The multi-oil complex is designed to lock in moisture, reflecting her broader philosophy that beauty—and hydration—should be a full-body experience.
- e.l.f. Cream Glide Lip Liner: Demonstrating her appreciation for value-driven beauty, Kattan praises e.l.f. for their ability to compete with luxury brands. She specifically cites their $2 lip liner as a must-have for its smooth, tug-free application, proving that one does not need to spend a fortune to achieve a sculpted, professional-looking pout.
Implications: The Shift Toward "Skin-First" Makeup
The overarching message from Kattan’s recent commentary is a pivot in the industry toward "skin-first" application techniques. For years, the market was saturated with products designed to conceal and cover. Now, the emphasis is on products that enhance and preserve the skin’s natural integrity.
The collaboration with Cardi B is a tactical move that bridges the gap between high-glam artistry and the everyday consumer. By humanizing the application process—admitting that even she struggles with dry skin and emphasizing the importance of a good moisturizer—Kattan is stripping away the intimidation factor often associated with professional-grade makeup.
As consumers continue to move away from heavy, cakey trends in favor of a more "snatched" yet skin-like finish, Kattan’s advice serves as a blueprint for the modern routine. Whether it is through selecting the right powder for your specific skin type or investing in a quality moisturizer before applying pigment, the takeaway is clear: the most effective beauty routine is one that prioritizes the health of your skin above all else.
As the beauty industry continues to evolve, Huda Kattan remains a pivotal figure, constantly bridging the gap between viral trends and sustainable, skin-healthy practices. Her latest campaign is not just about selling powder; it is about empowering consumers to understand their own skin, ensuring that when they do reach for their brushes, they are doing so with the knowledge to create a look that is both long-lasting and undeniably radiant.
Lina Hope
Asro
Raul Delapena Setiawan
