What is “luxury beauty” anymore?

Huda Beauty Easy Blur howl.me/cnacHs...
Other Products Mentioned:
Fenty Eaze Drop howl.me/cnacIT...
Kosas Cloud Set howl.me/cnacI9...
What's on my eyes? howl.me/cnacJq...
Whats on my lips (dirty talk) howl.me/cnacJJ...
SOCIALS:
Instagram: / amandazivkovic
Tiktok: / amandaziv
________________________________
FTC Disclaimer: This video is not sponsored and all opinions are my own.

[@PaleOpal21]

Huda has never been known for over the top packaging and if she did over the top, people would then complain about the price. Quality and shade range should be top priority.

[@Salma-7-1-0]

I agree with Huda From my perspective, Plastic packaging is more convenient for travelling & using but it doesn't mean it's cheap.

[@shmoopiedo]

Respect to Huda. Her response to feedback is so respectful it actually makes me want to try the foundation.

[@b.b7305]

Me too. It’s all about the formula for me.

[@ninajackson6442]

At least the packaging is practical 😅 nothing worse than tying to travel with a favourite fancy item only to have it leak everywhere.

[@alikat8221]

Girl, this makeup + shirt with your complexion and hair is just 🔥

[@Jess-bee]

Right! I was so distracted because I was like woah its all just so aesthetically pleasing haha

[@Bubreherro]

@@Jess-beeand the green background! 🤌

[@vanillarae3859]

Im a marketing major and really love your take on the packaging in the makeup industry! There is truly so much behind every aspect of every product on the shelf, and its a very rare thing for brands to come forth and reveal some of the intentions behind their packaging or branding because its really a psychological game where they want to watch and take notes on all of us from afar. Her video in itself is a tactic to try and win back the segment of her buyers disappointed with the product and brand but, for a brand as big as Huda Beauty it was a very human approach that deserves props. In the socioeconomic climate we're in right now, a lot of people are going to value the honesty and willingness to respond to consumers in a very face-to-face manner via a video.

[@tina_smt]

I’m not a Huda stan but I don’t see anything wrong with the packaging. Sure, it looks like NYX but that doesn’t bother me. I also don’t see why there’s such a big controversy over nothing in my opinion.

[@eliseb9801]

I think the Fenty Eaze Drop, despite being a plastic squeezy tube, still looks more chic because of the cool hexagonal (or whatever) shape and the more minimal font. Given that the Huda foundation is in a straight, rectangular prism tube with that big black generic font, it does look cheap and like a drugstore product. It would be nice in general if the packaging was more sustainable of course! Then there are brands like Kosas and Tower 28 who do plastic packaging but in a way that is cute and unique. I think that Huda doesn't necessarily need it to be glass or really ornate packaging for it to still be cuter and less cheap-looking.

[@starrypunk20]

definitely agree with this. This looks al little ELF or NYX to me which isn't what you'd expect for the $37 price point. There can still be a lot of opportunities to make plastic cute and unique.

[@pumpkinpickle2450]

It’s not fair to compare Huda to Fenty which is owned by LVMH (500 billion) and nyx is owned by L’Oréal (50 billion).Kosas with the fungus etc.I am not saying that the packaging is great but the product matters coming from a small company.At the end of the day she is not as big as these conglomerates . Does not have the backing and connections that some of the owners of the other brands have so it’s great she is still making a quality product. Fenty matte foundation is really bad btw. I would write this reply if I hadn’t be so appalled by the Fenty foundation 😅

[@TheAerialgreen]

I agree. The packaging design feels outdated and cheap, with a blocky font and tacky close-up photos on the eyeshadow palettes. The only packaging I've liked from Huda was the limited edition Lovefest collection, which had a fun and kitschy vibe kinda like old UD. The products are fantastic, so I'll keep buying them, but I hope they'll invest in a better designer in the future.

[@blendofdays]

Huda being open, honest, inclusive & listening to feed back (AND addressing it!) was not on my 2024 bingo card & tbh I'm here for it! *between this situation & the previous shade name snafu

[@heatherLcharron]

I can never get over how beautiful your hair is, especially the shade next to your eye color. That shirt is so beautiful on you! Cant wait to see what you think of this foundation formula!

[@mochacola72]

I could care less about packaging...I don't need my foundation to be in a 2lb glass bottle. If I love the product that's all I'm looking for.

[@sevendays2612]

Honestly, to me it’s all about the font. This foundation could’ve been in a luxurious glass bottle, but the font would ruin it. If they just changed that one thing, I think the packaging would be much more appealing. Of course a custom molded plastic bottle would look cooler too, but the font really makes it or breaks it for me packaging wise!

[@firantis]

I agree with you, the font that ruined anything. The packaging is okay n easy to carry for travelling.

[@taraiviacarter]

Reminds me of that Anastasia foundation a few years back that had the word “foundation” written in bold black font. I remember a lot of people didn’t like that either. And that one was in a glass bottle.

[@musiclistener28]

I definitely agree! It’s all preference. I really appreciate Huda’s transparency. As a side note, it’s shocking people were making such a big deal about this packaging when it’s on par with the rest of Huda’s stuff. I think the Rhode Blush packaging should have been talked about more because how are you going to call it a pocket blush and have it be huge? Also, the color of the packaging is sooo boring and sad looking.

[@AndreeaC.]

I don't buy a product for packaging personally and her foundations are good for oily/ combo skin so i'm here for it. Huda Beauty is not luxury brand but i'm happy she adressed the situation.The packaging it reminds me of Charlotte Tilbury light coverage one minus the gold writing and cap ,plus CT Hollywood Flawless bottle very nice but the imprint on the bottle went off the first usage but nobody complained and that primer is 45€ and duped for years now ,so i feel the situation is a bit exaggerated. Just my opinion!

[@mariesikk]

Great comparison to fenty eaze drop. That product feels more elevated because the packaging feels bespoke versus the Huda easy blur feels generic.

[@catherinelynnfraser2001]

I totally agree that you can make the packaging and the formula special. I like a product that will travel and won’t leak, break or stain. I also like a compact that opens easily. The Kosas compacts are difficult for me. I also like a good delivery system.

[@candyce6233]

I never felt like HUDA Beauty ever was or is a luxury brand. Chanel, Valentino, Hermes or even Westman Ateleir are definitely expected to have the best packaging that goes along with the price tag. But I see what you mean about it looking generic. It’s giving Maybelline imo. 😊 it didn’t sway me from not buying it and finding out that I actually like the formula. And that’s a first for me and Huda’s foundation line. So it’s a keeper for me. The end.

[@khadams210]

Yes, Maybelline vibes!

[@superara1]

I got a Valentino blush, the packaging was cheap plastic crap.

[@mizshellytee]

To me, the fashion house brands are luxury brands, alongside ones like Sisley, Cle de Peau, La Mer, By Terry, Westman, and Victoria Beckham. Huda Beauty isn't that. It's solidly on the high end side, but it's not a luxury brand.

[@Kristyn.roberts13]

Great segment. I enjoyed the packaging discussion... product over packaging for me too! Glad to have these details abouthow the foundation performed for you... sounds like it's not for me... I'm not down to fuss with anything to make it work! Thanks a bunch!💜

[@starrypunk20]

Thank you for showing us a natural close up of this so we can know if its for us or not 💚

[@marionallen2222]

I love it!!! Cashew is my most perfect shade ever 🤍🤍🤍🤍🤍🤍🤍🤍🤍🤍

[@AmandaZ]

It’s a really good shade for me too!

[@estrellita2781]

I'm not into packaging. I'm more about the quality of the product. Thank you for the video

[@gemmani4861]

Huda herself is a charismatic influencer, but that's not enough for a complete branding, in which packaging is a critical part. I am a graphic designer, and sometimes I have an impulse to overhaul the packaging design of her whole line. "Where have you been for so long, Huda Beauty?" That was how I feel when I discovered her unique formulas, which clearly gear toward a full-glam look. However, this bold identity isn't reflect in the generic packaging at all. Many have criticized her packaging as "cheap" may actually ask for a clear input from a designer, who can visualize the brand identity. The current packaging feels like it's been sourced directly from various OEM factories.

[@pixi78]

I care about the quality of the product over the packaging. Quality is subjective however. The only makeup product where I car about packaging is pressed powder. I want a pressed powder with a puff for touch ups when I’m out and about. I’m not carrying a brush 😂

[@Makeupstaples]

Chanel resting on their name doesn't alter the fact that it is plastic . The price point of huda foundation when Patrick ta comes out with double the money is amazing . I appreciate your points and the conversation however I am pro huda in this case . But let's throw in the mix the lux design of tir tir and formula and shade range lol shocking for the price right ???

[@superara1]

I thought it was a NYX product.

[@mediumolive]

I really appreciate this discourse and find it both interesting and valuable. For me, formula and shade are equally king - if those are top shelf I will forgive whatever packaging, however packaging is also very close to the top and does strongly influence my choices. I really appreciate a component that’s light enough to travel with, but for me that’s going to be the hourglass and Lisa Eldridge skin tints because they soar in all three categories. The aesthetic is beautiful as well as lightweight, so the easy blur just didn’t land well in my eyes. The font is way too large like an obnoxious sound that you can’t turn down, and I would prefer a nicer colored tube. But all of these personal perspectives are super interesting to me and I agree we can’t push our makeup values on others we can only give feedback.

[@shmcd3402]

I'd prefer not to pay for fancy packaging especially if it has more environmental impact. As long as the packaging is practical and works for the lifetime of the product, that's enough. I don't mind paying more for a great formula though.

[@SharrellKline]

Super valuable review and prior discussion. Thanks so much for taking the time to be so thoughtful about this topic.

[@maryarmstrong2231]

I love the way she addressed this!

[@marionallen2222]

I haven’t tried that Merit great skin but the new primer moisturizer is incredible! THATS what I used with the Huda and the Ilia face base is awesome too!!! Been loving that

[@patriciamichoux7260]

Hi from France Amanda, for me, the most important thing, at the end of the day, it’s how a product performs. I personally prefer a plastic packaging, it’s less breakable and more travel friendly. I like this new Easy blur on my skin. I don’t think it’s a OG product but it’s really good. The price point is great. However, I think Huda need to work more on the packaging of her color corrector, mine is messy and broken too. Bye

[@selenaselena666]

If Rimmel. L’Oréal,maybelline can make foundations in good packing, Huda can also make, she’s raking millions from her products, I love her full coverage foundation, channel has plastic packing but it doesn’t look as cheap as Huda’s.

[@marywebb9264]

Agreed. Majority of companies charge an arm and a leg for JUST the packaging! So if you’re gonna use a cheap plastic packaging and still keep the exorbitant price, then it’s only right that people are talking about it.

[@khadams210]

Good to know it's similar to Fenty Eazedrop. I felt like that one sat heavily on my skin.

[@mariesikk]

The giant letters on the tube makes it feel drugstore to me (a la NYX brow glue). I love plastic packaging though. All of my favorite products are in plastic.

[@mariesikk]

I just realized the lettering also reminds me of AOA studio, and those products literally cost a dollar, so that is probably a subconscious part of it.

[@pappyone6062]

I heard that the Givenchy powder was pulled from the shelves so maybe there’s hope.

[@michelletogher4058]

I feel like the packaging goes with the name. Easy. Easy blur. Easy package.

[@murrrrr12]

The urban decay face bond is also similar packaging tho

[@ADK610]

I think the issue with huda is not the packaging but the graphic design of her logo, placement, spacing & the bold fonts used on the packaging makes it look cheap. Most luxury products come in similar packaging but the graphics and fonts are more minimal and subdued.

[@clbloyd]

This is such a great video and I love your point about it being personal.

[@kittencakes9836]

Huda’s looks like NYX. The packaging does look cheap and the lettering and font does it.

[@durcheinander5554]

Exactly. NYX / e.l.f. level of design

[@stacimonty2623]

⁠Exactly! It’s the font for me. The font reminds me of cheap children’s makeup. I would try it because I watch these videos and know it’s probably very good. However, if I never heard of Huda and just saw the packaging I would pass it up.

[@pinkbubblesnake]

I feel like makeup revolution has used similar typeface for its dupe products

[@durcheinander5554]

I just bought the Haus Labs foundation (waiting for the package) and I've heard SO MUCH about the beautiful glass bottle. It was the first thing mentioned in every review. For me it's a turn-off. I like to carry my foundation in my bag to touch up after reapplying SPF. With this, I probably won't be able to, and this made me put off the purchase for a long time. I really hope this formula will wow me. Packaging is so personal.

[@GMW.artist]

Huda Kattan is giving MAJOR Betty Boo C.1990 vibes!! 😊

[@RaelNikolaidis]

I’m hard to match so, it’s all about the shade match and how it makes my skin look and feel. Haus Labs is my perfect match and my skin loves it so I’ll pay for it. I have mixed feeling about Huda, tBh.

[@withelisa]

Pretty much. RMS Re-Evolve has a color match for me, and the formula is decent. Even though I kinda hate interacting with the strange sleek-yet-janky packaging, it is what it is lol

[@kefinkamed]

With regards to the packaging, I have one specific issue. If her standpoint is that glass isn't necessarily more expensive (which isn't 100% true, plastic has always been a cheaper option, that's why companies use it), why not use it? Yes, plastic is more convenient, but it's also one of the worst materials from the sustainability point of view. Personally, it would take a lot of exceptional reviews for me to buy foundation in plastic packaging again. It has nothing to do with feeling luxurious. I simply don't want to use single-use plastics when there are other options out there.

[@srhsw]

please review the new refy blur lip liners !

[@gracenurse3365]

You look fantastic. Hello, Fall!

[@brightwithspirit]

Kosas powder is soooo good but the packaging is the worst! My compact always breaks.

[@Dahlia866]

Hi Amanda, what blurring foundations would you recommend that aren’t drying and are good for dry/mature skin? Do you have a video covering this topic?

[@lukacsbalazs1558]

the nyx blur foundation is also comperable to huda

[@Zizo629]

How is huda beauty a smaller company?

[@krismissdaily]

I think perhaps we were excited about a new foundation coming from HUDA beauty. And I can only speak for myself and say when I saw it initially, I was not impressed with the packaging. I have to admit when I first see the package of a product that begins the excitement for it. No, it is not the end all be all for me and I do care more about the formula and product inside, as the reviews rolled out I just was left feeling it would be a risky purchase and a big chance I would be disappointed. I like to feel excited when I buy make up and I just wasn’t getting that from this.

[@isabelw.5666]

When the thing you see and use everyday is also beautiful, it elevates the entire experience. That is luxury. Like using handmade, delicate ceramics you enjoy or having beautifully handmade furniture in your home. Huda is for several reasons not a luxury experience (material, font, design, shape, her own highly surgically enhanced persona). At the end of the day, we have to decide if the formula is worth not enjoying the packaging/image and hiding it in the drawer. 😅 The medicinal look of my favorite skincare is annoying me every day. But the payoff makes up for it. The argument for plastic packaging for traveling is not realistic though, is it? Airlines have strict hand-luggage liquid rules and I always re-package all my skincare and liquid makeup, simply because it all wouldn't fit the 1L rule. The main packaging is for the dresser and this Huda one looks really bad. 🤷‍♀️😅

[@valeriesjourney17]

I appreciate your thoughts before the review. It's why I watch your videos. 🦋👩‍🦰

[@AlcideIzMine]

Do you have a recommendation for good blurring powders? I was looking at the new Makeup By Mario loose powder, but Huda has a popular one too.

[@solar979]

Can you recommend blurring foundations for mature textured skin?

[@assleepyassayu4619]

I really do think it's just a packaging and graphic design problem. The colourway and packaging makes it look generic and it doesn't help that many drugstore lines have the same aesthetic (old e.l.f, wet and wild, nyx etc.) or even same price wise there is mac face and body and dior backstage... the thing is as a new product why buy huda over the more cheaper brands unless heavily promote the formulation? Also I never liked vitalumiere packaging (feels like a chanel brand sunscreen and the priceeee!) but it still looks more premium than easy blur. The truth is you need to actually design a plastic bottle to make it more premium for the price tag... font is a big thing, overall handfeel is another, then there is the brand effect.

[@assleepyassayu4619]

also with the pricing now in the UK, easy blur is the same price as Nars, Lancome (3 for 2 at Boots!), Mac, Shiseido, YSL, Clinique and other middle/premium foundations on offer at 32 pounds so it doesn't make sense to most people why buy it when nyx is 15 quid

[@Angel4Sale]

I disagree with people who say the packaging doesn't matter. I don't mean it has to be some insane box with all this wasteful over the top extra added on. But the reality of it is: the formula may be beautiful, but it didn't cost 30, 40, 50, 60+ dollars to make. Lots of these makeup products are dirt cheap to create, with the exception of very few products made in places like Italy etc. And even then, it's no more than like $15. And if it WAS $15 to make, you can bet yourself they WILL be charging $85+ for that product. People deserve to have a luxurious experience even if it's just a basic glass bottle with a pump.

[@maquillamelily212]

Personally I don’t like the packaging. Not one bit and I love Huda products. To me is a downgrade, that font… no. I tried the formula from a sample at Sephora, I liked it but still the packaging is a no for me

[@bitabeauty_official]

Huda tried to stay in budget in this foundation and all new packaging process…we can understand that….actually face products should be in glass…this means health and Luxury…ı m sorry…we don’t need to discuss this actually sorry hüda…you are a woman and woman created for beauty and luxury…just like planet venüs…we know luxury please don’t play us to sell efordlessy…hudabeauty started to behave drugstore brand that’s the reality for me…glass can be sustainable too …ıf ıts the problem…you can take empty glasses and recycle…you can offer refills too…

[@maryarmstrong2231]

The component is giving profusion not Chanel. However, her point is well taken. Thank you for being a formula queen❤

[@tamarazwinak]

Please stop using plastic packaging and offer refills. Guerlain, a clean product, uses glass and there is more product.

[@joansmith6844]

That looks nothing like huda … something happened when she stepped down a long time ago

[@munseyrohnan]

Love your attitude about this bag and not caring about what people will say. kislux You are right keep your head up and no your priorities.

[@pk_kenzie]

tbh i think the graphic design on the bottle is what makes it look drugstore to people more than just the plastic packaging- its very drugstore font/layout

[@Stacey7742]

I think what makes the package seem cheap is the font. To me it screams NYX. I’m not bashing NYX. I just expect an expensive foundation to have a fancier look that font can do for it. A gold top would have made it look a little fancier too. It’s all about the experience when you use it. Plus the foundation needs to give you what you want if you’re paying luxury prices for it.

[@girlswear]

Do you know how difficult it is to find a foundation with a slim, non-glass package for travelling? Especially when on a Budget airline and your whole week is a carry on. I can’t take my Westland Atelier powder on holidays so it’s compact but it’s sooo heavy. Same reason for Lisa Eldridge skin tint, love the formula and packaging but it’s too bulky to fit in a 1 qt bag. I think social media of “shelf life” has given Gen Z to chase after a certain aesthetic and to curate products on display in trays etc. I agree with you, if the formula is good, I don’t care what the packaging comes in. Edit to add. I’m a graphic designer who majored in Packaging. A simple change of typography could improve and make a huge difference.

[@NB-rx9vd]

Product over packaging for me. Loved Huda's foundation, and love that she takes the time to listen and mostl importantly to be inclusive.

[@Justaregularoldplumbus]

can you please help me decide between the Ilia face base and Rhode glazing milk (and merit great skin)? i just can’t tell if ilia price difference is worth it or not. i have textured combo skin so i do want to give my skin its best shot. i wonder ab all other moisturizing blurring primers too like giving bobbi brown another chance, Make Hydrascape, phytosurgence, good molecules, loreal age perfect, moira, k beauty Arencia, k beauty milky toners, Thayers milky toner, glossier, Embryolisse, it cosmetics, Numbuzin, calliray etc? i would love an in depth video on this… is there already one out there?

[@sarahkalnajs5810]

I thought the Easy Blur was a drugstore product when I saw posts so I didn’t even read what product it was. It’s the font and printing more than the plastic.

[@Lifeisaboxof]

It’s the giant cheap font

[@sonjafountain9878]

I like quality, I also feel that the packaging should reflect the price...the packaging looks like something you would get from the dollar tree...I wouldn't like it on my vanity

[@dinygoesglam]

I’ve never perceived HB as a luxury brand. I see as high end but not luxury. And this is okay. I also dont consider “plastic” anything as being more or less luxurious. It goes beyond than imo. Font, color, shape, weight, size, all contributes to luxury imo, price can be one but def is not on top of my list.

[@beerachael]

When you are walking around with makeup on, you’re not wearing the packaging on your face so it’s irrelevant

[@natrodsjo8324]

Here in Dubai ~ Huda’s adopted home town it’s $51usd and the Chanel vitalumiere is $60

[@neneg.4264]

Believe it or not I've never tried Huda brand, I've never been drawn to their products but when I started seeing their new foundation/primer everywhere what really stood out was the huge generic font, IMO that's what makes it look kinda cheap... I'm not planning to buy it but if I was I wouldn't mind the packaging if the product truly wows me, but in the end it all comes to personal preference

[@gcherek]

thank You soo much for this video! I loved getting into more than just putting product on (which I still absolutely love) but this is such an interesting discussion that can be put on other aspects of cosmetic brands

[@christa2047]

I think “not as young” or “young” don’t mean the same thing anymore. The “young” people are buying expensive skincare and makeup and now. We’re all paying out the @?! for things.

[@LPno.9]

People are actually criticizing companies for not ripping them off. A jar of pickles is heavy glass. It's more heavy glass than foundation, but costs less than $5. Other brands use actual weights to fortify their cheap packaging, and if they don't people get mad.

[@Pinkosaurus]

The Vitalumiere comparison is a good one. The packaging doesn’t look more expensive solely because of Chanel’s reputation- the design is much more elegant. Huda needs a great graphic designer to elevate the design - packaging is part of luxury

[@christa2047]

I’ll take an excellent formula in a squeezy tube. I actually like the squeeze tube over a glass bottle. But give me the formula.

[@arielfeasts]

I think it's mostly the giant "EASY BLUR" logo that overwhelmes the bottle. the simple huda beauty logo/font is prettier. Part of their issue is that the wanted this cohensive tie in with the new "easy" line up and system they are selling with the primer and powder vs just releasing it as a new exciting foundation.

[@nd1267-p9m]

Amanda, appreciate the thoughtful discussion here! ❤ Personally I think it is time for brands to involve their consumers in product development and stop creating it in secrecy, only for this to happen later. Huda next time just let your community know what you're thinking of and drop a link to an easy type form survey. Your consumers will be happy to weigh in!

[@MsXrayTech.]

Hello there, Amanda! The way that I feel about makeup, whether it is Luxury High End or Drugstore, is that makeup is like all human beings, the beauty comes from the inside. It is what is on the inside that really matters. Yes, I am like everyone else, the outside appearance can be very attracting and make your more curious about what is inside, but appearance is not everything that makes the person or in this case, the quality of the makeup formula. Luv ya girl💕💕💕

[@DickieZaf]

I use luxrul as a work bag and have had no issues at all. It's a comfortable bag, fits a good amount and hadn't lost its shape. With that being said, I also take care of all my bags and don't carry a water bottle, pens, keys or anything that can damage the interio.

[@cindicleee]

❤❤

[@christa2047]

Mature skin isn’t a thing. People who are 40, 50, 60 can have oily skin. Stop saying mature skin and say dry skin instead. I hate it when influencers say “mature skin” like that’s a category. It’s not. I’m mid forties and my skin is an oil slick. I wear Estée Lauder double wear everyday as my regular foundation and it looks like my skin about 20 minutes after I put it on with powder. It lasts all day but I still get oily somewhat. Just stop.