Beauty brand Huda Beauty has partnered with global superstar Cardi B to launch Ultra Snatched, a new expansion of its Easy Bake complexion franchise built around pink and lilac setting powders and a campaign designed to bring celebrity, social and retail activation together.
Dubai-based Huda Beauty announced the collaboration on August 31, introducing Ultra Snatched across its Easy Bake Loose Setting Powder Duos and Easy Bake Pressed Powders. The launch extends one of the brand’s flagship complexion franchises with a new colour story focused on brightening, lifting and blurring the appearance of the skin.
The collection combines complexion-brightening pinks with cool lilacs, reflecting what Huda Beauty describes as the shared preference of founder Huda Kattan and Cardi B for bold, transformative glam. The brand says the new shades are designed to deliver a visibly brighter and lifted complexion while retaining Easy Bake’s signature airbrushed finish.
At the centre of the launch is the “Snatched Baddies” campaign, starring Kattan and Cardi B. Cardi also participated in shaping the creative direction alongside Kattan. Rather than using a conventional product-focused beauty campaign, the film builds its concept around the two personalities switching lives after encountering the new Ultra Snatched products.
The campaign brings together the pair’s contrasting worlds while leaning into humour, glamour and transformation. Huda Beauty says it is rolling out across social media, digital channels and physical stores, giving the Easy Bake franchise a campaign designed to work across both digital engagement and retail activation.
The brand is connecting the new products through its “Snatch Map” application technique. Consumers are encouraged to strategically apply the Easy Bake Loose Setting Powder Duo to brighten and lift targeted areas before layering Easy Bake Pressed Powder to intensify the brightening effect and set the complexion.
The partnership represents a significant celebrity-led extension of Huda Beauty’s existing product architecture rather than a standalone collaboration. By adding new shades and formats to Easy Bake, the company is using Cardi B’s reach and persona to create renewed attention around an established franchise while retaining the underlying product platform.
The strategy also gives the launch multiple consumer touchpoints. The product proposition centres on complexion correction and brightening, while the “Snatched Baddies” campaign provides the entertainment and social-media component. The campaign’s body-swap concept further ties the celebrity partnership directly to the idea of transformation that underpins the Ultra Snatched positioning.
Huda Beauty’s announcement describes the collaboration as a meeting of two distinct worlds united by the idea that beauty should be “fun, expressive and never afraid to be extra.” Cardi’s involvement extends beyond appearing in campaign imagery, with the rapper contributing to the creative development alongside Kattan.
The Ultra Snatched launch therefore gives Huda Beauty another route to build momentum around Easy Bake through a combination of product innovation, celebrity collaboration and omnichannel marketing. With two new loose-powder duos, two pressed-powder shades and a campaign spanning social, digital and stores, the company is positioning the latest Easy Bake expansion as both a product refresh and a broader cultural marketing moment.
