“This is the meeting point between beauty and perfumery” Interview with Hamid Merati-Kashani, who composed Easy Bake Fragrance by Huda Beauty

You've certainly heard of it. Huda Beauty has just launched a perfume. It's called Easy Bake Fragrance and, to create it, the brand founded by Huda Kattan collaborated with the famous maître parfumeur Hamid Merati-Kashani, creating a fragrance developed through more than 100 different formulations before arriving at the final version. His goal was to translate the iconic identity of Easy Bake Loose Powder into an intense, gourmand and sensual scent, characterized by a long persistence and an enveloping trail. Every detail of the composition has been precisely calibrated, from the richness of the raw materials to the evolution of the notes on the skin, confirming Merati-Kashani's meticulous approach and distinctive olfactory signature.

Interview with Hamid Merati-Kashani, nose perfumer of Huda Beauty

Easy Bake Intense Eau de Parfum is born from an iconic beauty product. How do you translate such a recognizable makeup icon into the language of fragrances?

Easy Bake Intense transforms Huda Beauty's make-up ritual into an olfactory gesture: the final touch of glamor. The Easy Bake fragrance already had a strong emotional connection: it was instantly recognizable, comfortable and engaging. With Easy Bake Intense we have transformed this beauty signature into a true haute perfumery experience: sensual, gourmet, enveloping and unforgettable, with a daring wake that fills the space with glamor and security. It is the meeting point between beauty and perfumery.

You have worked on more than 100 versions: what was the decisive moment when you realized that the formula was finally the right one?

The decisive moment came when the fragrance aroused an immediate emotion at the first contact with the skin. Huda was involved in every step of the process, paying great attention to the quality, origin and emotional impact of each ingredient. Together with the dsm-firmenich team, we have perfected every detail to achieve the right balance between sensuality, intensity and memorability. Today, a fragrance must leave an emotional imprint right from the start.

The fragrance combines wild cherry, white flowers, cinnamon bark, caramel milk and bourbon vanilla. How did you balance such a gourmet structure without making it excessive?

For me, everything revolves around balance and contrast. The richness of caramel milk, vanilla and praline is lightened by the liveliness of the cherry, the warmth of cinnamon and the sensuality of white flowers. The result is an intense and engaging signature, but always refined and never excessively sweet.

Growing up between Germany and Iran, with early exposure to rose fields and distillation in Isfahan, how did this affect your understanding of floral notes?

Growing up between two cultures has profoundly shaped my approach to floral notes. In Iran I discovered the emotional richness and sensuality of flowers; Germany taught me precision, balance and structure. Today these two souls coexist in my creations: expressive, luxurious and emotional, but always refined.

You often speak of the Middle East as a unique olfactory culture. How is this reflected in this creation?

In the Middle East, perfume is part of cultural heritage, ritual and personal identity. It is linked to memory, emotions and presence. In Easy Bake Intense this vision emerges in the richness of the composition, in the warmth of the gourmand notes, in the intensity of the wake and in the desire to create a fragrance that leaves a deep emotional imprint.

How has working with Huda Beauty influenced your creative process compared to other luxury perfumery houses?

It was an extremely collaborative process. Huda has followed every detail, especially in the choice of ingredients, with a great sensitivity to their quality, origin and emotional strength. Together we have transformed an already iconic beauty signature into a fine perfumery fragrance.

If Easy Bake Intense were a person walking into a room, what kind of presence would they have?

She would be a person with an unforgettable presence: self-confident, sensual and impossible to ignore. An aura that fills the space naturally and leaves a glamorous and engaging trail. For me, it perfectly represents the message of Huda: Never Too Much.