Huda Beauty has launched its new blurring foundation that brand founder Huda Kattan says will give users an airbrushed look even without a filter.
The Huda Beauty Easy Blur Foundation, which retails for $37 on HudaBeauty.com, is marketed as a "real-life filter" foundation.
The new foundation has a medium-to-buildable coverage and promises an ultra-blurring, smoothing effect. Its formula is weightless and serum-like, making it blendable, comfortable, and easy to apply on the skin.
"The inspiration started when we stopped using filters in 2021 -- we knew we had to change how we created our products. With this launch, we wanted to give you the ultimate filtered, blurred-looking skin, without needing a filter. We created something that felt like a serum but with the coverage you crave," Kattan said of the Huda Beauty Easy Blur Foundation in an interview with Cosmopolitan.
As this product is infused with 1.5% niacinamide, it helps the skin to look brighter and smoother, while pore-blurring silica was added for a seamless, airbrushed finish.
It has a hint of fragrance but is alcohol-free and non-comedogenic.
There is a total of 29 available shades for the Easy Blur Foundation on the brand's website. Huda Beauty made it easier to pick a shade by categorizing recommended shades for different skin tones (such as fair-light and light medium-medium) and undertones (cool, neutral, and warm).
To ensure its quality, Huda Beauty went through 100 renditions before deciding on the final formula, according to Kattan.
"We needed to make sure the product not only looked incredible but also felt incredible and lasted flawlessly throughout the day. We went through so many trial rounds just to get the shade range spot on to ensure it works beautifully for every skin tone. We were absolutely committed to perfecting everything," she told the magazine.
To perfect the filter-like look, Kattan suggested using this foundation alongside the Easy Blur Primer ($29) and Easy Bake Loose Baking & Setting Powder ($38).
This Easy routine starts with applying the primer to control excess oil, blur pores and smooth the skin texture before applying the foundation. The routine ends with the setting powder for a flawless finish.