Huda Beauty began with eyelashes. Huda Kattan had been a makeup artist at Revlon in Dubai after training at Joe Blasco Makeup Academy in Los Angeles, and in April 2010 she started a beauty blog. When she could not find lashes she liked for her clients, she made her own with her sisters Mona and Alya, and in 2013 the three of them launched the brand under the name of the blog. The company is still based in Dubai. What came next made the name: Easy Bake loose baking and setting powder arrived in 2018, and the team made it in colors rather than only translucent, which took over a year to develop. Faux Filter concealer and Blush Filter liquid blush followed as the other best known products. The face here is built around exactly those. The #FauxFilter Luminous Matte Liquid Concealer and the Faux Filter corrector handle the base, Easy Blur Foundation and the Mini Easy Blur Primer sit under it, and both the Easy Bake Pressed Powder 2.0 and the Blurring Loose Baking & Setting Powder lock it in. Blush Filter and Blush Filter Soft Glow Liquid Blush bring the color, with the Diffusing Cheek Brush to blend. If you want to understand where primer fits in a routine, this primer guide is useful. For the setting step, a guide to setting powders lays out the finishes.

The lashes are where the story started, so they deserve a place of honor. The Samantha Classic Lashes #7 and the Hoodie #23 lashes come with the Waterproof lash glue, and the Legit Lashes mascara and One Coat Wow Mascara are for anyone who prefers to skip falsies. The Creamy Kohl Longwear Eye Pencil lines the lash base. Two palettes anchor the eye: the Medium Nude Obsessions Eyeshadow Palette and the Creamy Obsessions Eyeshadow Palette, which sits alongside it. What I would skip is stacking a full set of falsies with a heavy mascara on the same lashes; pick one lash step per look so the lash band stays light. For choosing shadow tones, this eyeshadow palette guide is a good reference, and if you want to learn about lash lifting as an alternative, the lash lift story explains it.

The lip lineup is led by the Faux Filler family: Faux Filler Gloss, the Extra Shine lip gloss, the Shiny Non-Sticky Lip Gloss, the Faux Filler Oil and the Gloss LightCealer. The Lip Contour Lip Liner 2.0 and the Lip Contour Lip Stain draw the edge, and the Liquid Matte Mousse covers the matte side. The Mini And Medium Powder Puff Set 2 Pack is the tool that pairs with Easy Bake, and the Kiss Me Lip Duo Gift Set bundles a pair of lip products. There is also fragrance in the edit: Easy Bake Intense Eau de Parfum in 10ml and 50ml, carrying the name of the powder into a scent. If you like the glossy side of the lineup, the Maybelline Lifter Gloss story is a good companion read.

I would start with the concealer, corrector and primer, set the center of the face with Easy Bake, add Blush Filter, and finish with a Faux Filler gloss. For nights out, add the Hoodie #23 lashes and the Creamy Kohl pencil, and keep the lips soft so the eyes lead. It is a face built the way its founder built her first product: from what she could not find for her clients.

For more in the same spirit, take a look at Fenty Beauty Skincare and Makeup and Rare Beauty Makeup and Fragrance.