It’s a known fact that European women have some really good beauty secrets. I mean, this is the land of Chanel and Charlotte Tilbury, a signature red lipstick and effortless chic. From French girl makeup to the Frazzled English Woman aesthetic and French wardrobe staples, if they have a tip to share, my ears are open. As a trend reporter, I’m often buried deep in the data, looking for searches and terms that surprise me. So when I noticed that Iraqi-American Huda Kattan’s TikTok-loved beauty brand, Huda Beauty, was climbing the charts, I was intrigued. Many of her products, including the Easy Blur Foundation ($37) and Easy Bake Loose Setting Powder ($39), were “breakout” terms in Google Trends—meaning search interest was up over 5,000 percent—across the continent. Below are some of the most popular picks on the rise, with input from PureWow’s very own London-based Associate Fashion Commerce Editor, Stephanie Meraz.
This TikTok Favorite American Beauty Brand Is on the Rise in Europe
bloody good if you ask me
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1. Huda Beauty Easy Blur Foundation
Huda Beauty
The Easy Blur Foundation contains calming niacinamide, which can help reduce redness, plus silica that lends the lightweight, blurred finished. Meraz tells me the serum-like formula is “Such a gem that really does give me a flawless, airbrushed finish. A little really does go a long way—I seriously use one tiny dot of foundation for my whole face, and I get a really natural finish.” Interest is on the rise in the United Kingdom, Germany, Italy and Sweden.
Fast Facts
- Shades: 30
- Ingredients: niacinamide, silica
2. Huda Beauty Easy Blur Primer
Huda Beauty
In Spain, search is up for Huda Beauty’s Easy Blur Primer. Key ingredients include blurring polymers, glycerin and milk thistle extract that help control excess oil, smooth skin texture and hide pores. The formula is a pink gel that blends clear with a cooling effect. Meraz notes that it has a very matte finish, and she tends to use it sparingly as her skin errs on the drier side.
Fast Facts
- Shades: n/a
- Ingredients: blurring polymers, glycerin, milk thistle extract
3. Huda Beauty Icy Nude Palette
Huda Beauty
When I asked Meraz about the Icy Nude eye shadow palette, she said she didn’t hesitate to give the large item priority space in her suitcase when she moved. “I’ve been really enjoying wearing cooler tones, and this palette incorporates silvers, purples, pinks and browns with cool undertones,” she notes. The product is a breakout search for the Netherlands, Italy and the UK, and it’s no surprise given that metallics are definitely a theme for 2025. There are 18 shades, ranging from what the brand calls frosty silvers to cool burgundies, with nudes, pinks, whites and greys in between. The formulas are blendable and buildable with intense color payoff.
Fast Facts
- Shades: 18
- Formula: powder
4. Huda Beauty Easy Bake Loose Setting Powder
Huda Beauty
While Meraz doesn’t have the Easy Bake setting powder, this product was a breakout term across the UK, Germany, France, the Netherlands and Sweden, so I couldn’t leave it unmentioned. Available in ten shades, the loose setting powder creates a luminous matte finish and light, silky texture. It will absorb oil and shine without creasing while also providing a subtle color correction. And, bonus, it has a beautiful, soft floral musk scent.
Fast Facts
- Shades: 10
- Finish: luminous matte
Huda Beauty
Another product with tons of breakout search interest across Europe was the Baby Blush Duo. Available in Cotton Candy + Peach Sorbet and Strawberry Cream + Black Cherry pairing, these are mini combos of the brand’s liquid blush. They’re paired to give you a perfect flush—or to share with a friend. The formulas are blendable, buildable and deeply pigmented, creating a soft airbrushed finish.
Fast Facts
- Shades: 4
- Formula: liquid
