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Huda Beauty is jumping on the matcha bandwagon with a new face powder inspired by the popular drink.
Joining her Easy Bake Loose Powder lineup is Matcha Milk Cake, which has a subtle green hue that is “specifically designed to neutralize redness and excessive pinkness.”
Huda said the new Matcha Milkcake formula offers “blurring and shine control performance” as well as “added complexion-balancing benefits against redness/rosacea commonly seen on fair to medium skin tones.”
Delivering a soft matte, lightweight finish, Huda says the limited edition shades have a silky micro-milled texture and contain rice starch for shine control.
What is matcha?
In recent years, matcha has gained huge popularity and become a cultural phenomenon, with many food brands such as Starbucks and Dunkin’ adding matcha-flavored products to their menus. In December 2020, Forbes magazine reported that the matcha market is expected to reach about $5 billion by 2028, while Time, citing a report from Japan’s Ministry of Agriculture and Forestry, reported that production of tencha, a type of tea, in 2024 was more than 2.5 times what it was in 2014.
So it’s no surprise that matcha is making its way into the beauty industry. Skin and body care brands such as Tatcha, Method, and Native already have matcha-inspired products in their lineups.
According to Harvard Health Publishing, matcha powder is a bright green concentrated powder made from the leaves of the tea plant, which is most commonly found in Japan and China. Compared to other green teas, matcha has a unique sweet and mellow flavor.
Huda’s Easy Bake Loose Powder Collection
Other shades in Huda’s Easy Bake Loose Powders collection are similarly inspired by the sweet treat, including:
- Ube’s birthday cake
- sugar cookies
- cherry blossom cake
- peach pie
- cupcake
- pound cake
- banana bread
- blondie
- there is death
- cinnamon bun
- coffee cake
When will Huda Beauty’s matcha milk cake be released?
Matcha Milk Cake face powder will be available online at Huda Beauty and Sephora starting March 12th. Retail price will be $39.
Saman Shafiq is a trending news reporter for USA TODAY. Contact her at sshafiq@usatodayco.com and follow X and Instagram @saman_shafiq7.
