One inconspicuous December night, Huda Kattan despatched TikTok right into a frenzy when she patted an electrical lilac setting powder throughout her under-eyes and T-zone. Makes an attempt to recreate the intense purple powder shortly ensued, with content material creators immediately changing into mixologists, mixing purple eyeshadow into their setting powders. Spoiler alert: It did not finish properly.
Fortunately, there is no must DIY anymore, as Kattan’s model, Huda Magnificence, simply launched a vibrant purple shade of its cult traditional EasyBake powder, aptly titled Ube Birthday Cake. To be able to minimize by the clickbait, I went proper to Kattan for all the main points, and put the powder to the take a look at. Forward, all the information, plus group Byrdie’s trustworthy critiques.
The Product
Huda Magnificence’s Simple Bake Unfastened Powder has amassed a cult following since its launch in 2018, however Ube Birthday Cake is by far essentially the most vibrant of the shades, drawing inspiration from Kattan’s custom of celebrating her birthday together with her favourite ube cake. (For the unfamiliar, ube is a sort of purple candy potato from the Philippines.) “I needed to seize that very same pleasure on this assortment,” Kattan tells Byrdie.
With an electrical lilac coloration with hints of pink, Ube Birthday Cake options the identical silky, blurring method and love for an airbrushed end. The shade is most fitted for medium to tan pores and skin with golden undertones.
Huda Magnificence
Along with the free powder, Huda Magnificence is launching the limited-edition Ube Obsession Assortment, which options the Blush Filter within the shade Ube Cream, and the Fake Filler Lip Gloss within the shade UUU-Child.
Huda Magnificence
The Development
If 2024 was the yr of child pink under-eyes, 2025 is the yr of lavender under-eyes. The concept behind utilizing a lilac powder is that it may each brighten and add a slight blush, creating an ethereal, angelic look. “The refined rosy pigments on this shade assist to neutralize any darkness, brighten the realm, and blur imperfections,” mentioned Kattan.
As for placement, the Ube Birthday Cake shade is most fitted for the under-eye space. “I wish to press the powder in with a puff, beginning on the internal nook of my under-eye and dealing my means out in the direction of the temples,” mentioned Kattan.
The Opinions
Derek Deng, affiliate content material editor
Derek Deng
“I grew up on ube ice cream, so this launch notably spoke to me. Method-wise, this powder has a dreamlike end: it is matte (like, 2016 matte) however not drying, blurring however not cakey. I used to be pleasantly shocked by how a lot I loved the coquette shade on my pores and skin tone—it provides a muted rosiness to the under-eyes, and mixed with the ube blush, it is extremely stylish. I would not say it is an on a regular basis look (I am nonetheless loyal to my child pink under-eye powder) however to my shock, there’s positively a time and a spot for this.”
Star Donaldson, social media director
Star Donaldson
“This lilac coloration is definitely superb on me! I am obsessed. My under-eyes are noticeably brighter and I like that this powder provides a easy and matte end. I do know its technically designed for the under-eyes, however I’ll positively be attempting it in my T-zone as properly.”
Eden Stuart, editor
Eden Stuart
“I used to be shocked at how properly this labored! Since I’ve impartial undertones, such a cool powder makes me apprehensive upon first look. However I am glad I’ve this one an opportunity: I do really feel like my undereyes look brighter. For me and my tan pores and skin tone, it is a slay!”
