Almost a decade ago, I had lunch with Huda Kattan at a beauty industry event in the Middle East. At the time, her brand, Huda Beauty, was in its infancy, offering a line of high-quality false eyelashes. Kattan was magnetic – warm, funny, and displayed an astounding encyclopedic knowledge of make-up.
When I casually mentioned the setting powder I was using at the time and expressed some doubts about its effectiveness, she immediately identified the product. She explained that it had been reformulated, making it unsuitable for many users, and even correctly guessed the shade I was using. Over the 90 minutes we spent chatting, it became clear that there was little she didn’t know about formulas, finishes, application methods or wear-time.
As Huda Beauty grew over the years, I kept an eye on each new release. I fell in love with many of the brand’s products, especially the base and concealer offerings, as this is where Kattan’s deep understanding of formulas and finishes is most apparent.
I used #FauxFilter Luminous Matte Liquid Full Coverage Foundation (€45 from Boots) for several years, until I noticed that my skin was changing, and I could no longer handle the slightly heavy, full-coverage formula. Sad times. One of the best concealers I’ve used (and still use) – and the one I recommend to anyone seeking a skin-like, full-coverage finish – is #FauxFilter Concealer (€31).
All of this is to say, when I heard rumours over the summer about a new foundation from the brand, I could hardly contain my excitement. In recent years, Kattan has embraced a filter-free approach to the content she and her brand post online. Cleverly, she channelled this new philosophy into the creation of a foundation that gives the effect of a filtered finish in real life, eliminating the need for digital filters.
Easy Blur Foundation (€38) went through more than 100 iterations before the final version was settled. Available in 29 shades, it’s designed to be worn in multiple ways: as an everyday, slightly dewy base that blurs and perfects the skin; as a medium-coverage option for a more polished look; and finally, when applied after new Easy Blur Primer (€36) and set with Easy Bake Loose Setting and Baking Powder (€40), as a full-coverage, completely flawless and “filtered” version of your skin.
Described as “a serum-like foundation” the serum aspect was immediately apparent when I first tried it. It’s light, liquidy and almost runny in texture, which makes it incredibly easy to blend – it practically melts into the skin.
My personal preference is for a lighter, more glowy base, so that’s how I wore it at first – applying two drops to my cheeks, forehead and chin, and blending in – and I loved the results. My skin still looked like skin, albeit more even and radiant.
A few days later, I decided to build it up to a medium coverage finish and that’s when I was truly impressed. Many brands claim their foundations are buildable, but few deliver a product that lives up to it. Easy Blur layers beautifully, as if you hadn’t applied anything, and it remains relatively weightless on the skin. I applied the first layer as before, waited a minute, then added a second layer – my skin looked undeniably flawless.
Naturally, I also tested the final, and arguably most full-on, recommended method: primer, two layers of foundation, and Easy Bake Powder. The finish was somewhat unnerving. My skin looked Photoshopped – perfectly smooth and even, almost like a poreless Barbie doll. Or perhaps a Barbie doll in her forties. Not a look I’d go for every day, but impressive nonetheless.
My one criticism is the shade range, an area where the brand usually excels. I had trouble finding an exact match for my skin tone among the 29 shades available, as the ones I tried either leant too yellow or too cool. By comparison, #FauxFilter Luminous Matte Foundation comes in 39 shades, so it’s surprising, and somewhat disappointing, that for such a significant launch, the brand decided to scale back.
That being said, Easy Blur is a truly impressive foundation and another example of Kattan’s talent for creating high-performance products that you’ll want to use again and again.
This week I’m visiting ... Benemart at Arnotts
Benefit Cosmetics is going big at Arnotts this month, with the opening of Benemart – a ridiculously fun holiday pop-up shop, packed with the brand’s bestselling make-up and skincare products. Described by Benefit as “your local beauty grocery supermarket”, the pop-up features a selection of limited-edition gift sets and stocking fillers in charming, supermarket-style packaging. It’s open daily in Arnotts Beauty Hall until September 29th.
