The New Huda Beauty Ube Collection Has Already Gone Viral, So Here’s Everything You Need To Know

Huda Kattan has really become the King Midas of the beauty industry because whatever she touches is guaranteed to turn into gold. It's not totally surprising given the following Huda Beauty boasts. In fact, Cosmetify's The Cosmetify Index 2024, which investigated the top beauty brands of the year, crowned Kattan's namesake line as the most-followed brand with a combined following of 64.9 million. The social media frenzy surrounding the brand boils down to its stellar products and the newest, the Huda Beauty Ube Collection, has already amassed views of 20 million, ahead of hitting sales.

The limited edition Ube Collection consists of a new Blush Filter, Faux Filler Lip Gloss and star-of-the-show Easy Bake Loose Baking & Setting Powde,r all in a frosty electric lilac shade inspired by Kattan's love of ube - a root vegetable enjoyed in the Philippines as a sweet treat.

What is the Huda Beauty Ube collection?

Why ube, you ask? 'If you guys have been following my Stories, I [have had] ube birthday cake every single year for the last four years,' Kattan said on Instagram. 'We have a huge Filipino community in Dubai, in our company. Our PD team us largely made up of amazing Filipino people – super creative, super amazing. I've always loved the culture. And so, when I started eating this cake, I was like, do you guys think it'd be okay if we brought ube to the world? They were like, yes, please.'

After a month of teasing, the purple-toned collection has caught on like wild fire, spreading amongst the online beauty community. Ahead of getting their hands on products, many even attempted to recreate the new products' effects by mixing purple eyeshadow into their existing Easy Bake Powder, sadly to no avail. But the biggest seal of approval comes from the Filippino beauty community itself. TikToker @seananthonyv took to the app to say, 'My Filipino baddies, it's time. The time has come. Huda Beauty is about to come out with an ube setting powder. This is our time! This is our time!'

Our honest review of the Huda Beauty Ube collection

The new shade is most suited to medium to tan skin tones with warm to gold undertones, Kattan confirms. When used collectively with the Blush Filter in Ube Cream, £24, followed by the Easy Bake Loose Baking & Setting Powder in Ube Birthday Cake, £34, you're left with the flawless, filter-like blushed, brightened and blurred look that Huda Beauty's bestsellers are known for, but this time with the addition of rosy pigments that help to further neutralise and lift your complexion. Kattan's pro-tip though? Apply the new Ube Birthday Cake shade atop of your existing Easy Bake Loose Baking & Setting Powder for a brighter but more natural take on the same electric purple look.

While the unique icy shade certainly sets off alarm bells at first glance - notably, 'how is this candy-coloured pinky purple hue going to flatter my natural skin tone' - it did a great job at not only flattering but reviving my medium, olive skin tone. As a blush obsessive, I used the Blush Filter with a heavy hand as I would any blush and was surprised to find it wasn't as stark as expected. In factm it managed to glaze my skin with a somewhat natural-looking flush without looking too OTT. But the real show-stopper was the Easy Bake Loose Baking & Setting Powder, which tied the whole look together and locked things into place with a subtle lift, too. The Faux Filler Lip Gloss is perhaps the one product in the line-up you could go without as, while it boasts a high-shine finish and comfortable wear, it doesn't pack the same purple colour punch as the other two essentials.

For those of us still riding the high waves of the blushed under-eye trend, prepare to be 'ubsessed'.

Shop: The Huda Kattan Ube Collection

Sameeha Shaikh is Grazia's beauty writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).