Huda Beauty's Viral Purple Setting Powder Is An Ode to the Filipino Community

Leave it to Huda Kattan to go viral over a product that hasn't even launched yet. About three weeks ago, the beauty mogul shared an ASMR video of herself applying a mystery item. Now, she's revealed that it's her bestselling setting powder in a new, limited-edition shade, "Ube Birthday Cake."

Perfect for tan to medium skin with olive or warm undertones, this new purple-colored gem is the same beloved powder that keeps your makeup in place while controlling shine. In addition to "Ube Birthday Cake," Huda Beauty is also releasing a new blush in the shade "Ube Cream," which is perfect for those who want a soft flush of pink and a new "Faux Filter" Lip Gloss in "Uuu-Baby," which blends lilac, pink and shimmer.

In a video posted to Instagram, Kattan shared that this collection is inspired by the Filipino community, which is a large part of the population in Dubai, where she resides. She mentions that many people on the team are Filipino, making this release even more personal. Kattan is also a big fan of ube, she eats it every year on her birthday. When consulting with her team, she asked them if she could bring the root vegetable to the world and without hesitation, they responded with an astounding "yes."

 

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The Huda Beauty "Ube Birthday Cake Easy Bake" Setting Powder, Ube Cream Blush Filter" and the "Uuu-Baby Faux Filter" Lip Gloss launch exclusively at Sephora on January 9 and on the brand's website on January 10.

While you're here, check out our round-up of makeup for the New Year.

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