Huda Beauty’s Newest Launch Gave Us Filtered Skin IRL

You know how makeup brands love to say “it’s not a filter” when promoting their complexion-blurring products? That just might be the best marketing move of all time, because *every* time I see it I have to double check. It’s like a filter IRL! But it’s not… because it’s just a foundation? But it is. Impressive.

Such is the case with the newest launch from Huda Beauty. Landing Monday, September 2, Easy Blur Natural Airbrush Foundation is a not-a-filter-but-definitely-filtering product that you have to see to believe. And if you have seen the teases but still don’t believe it? We get it. But keep reading—it’s the real thing!

Ahead, everything to know about Huda Beauty’s newest launch(es… yes there’s more). Plus, team Byrdie’s honest reviews.

The Inspiration

To tease the product, brand founder Huda Kattan began posting half-made up selfies that were specifically taken by an iPhone with natural window light and no flash, filter, or editing—proving a no-filter filter can actually exist.

“Our new Easy Blur Foundation is the ultra-blurring secret I have been dying to tell you about! Keeping this from you guys was so hard,” she explained in a press release. “My team and I worked so hard on over 100 renditions to create this weightless real-life filter foundation.”

And because the founder never does something halfway, it’s important to note that Easy Blur Foundation was crafted as just one step of a three-step skin-blurring system: you’ll prep with the new Easy Blur Primer (we’ll get there in a second), blur with the foundation, and bake with the brands’s Easy Bake Loose Setting & Baking Powder (Byrdie’s favorite setting powder for full glam).

The Formula

As Kattan mentioned, the brand underwent over 100 iterations—107 to be exact—before landing on their final, perfect formula. The product they settled on is weightless and serum-like in texture with 1.5% skin-smoothing niacinamide and pore-blurring silica “for the most natural airbrushed finish.” Available in 29 shades (including Espresso 600N, which is the brand’s deepest complexion shade yet), it features medium-to-buildable coverage so your skin is comfy no matter what level of blur you’re going for.

What’s more? Alongside the foundation, Huda Beauty is launching the silicone-free, pink jelly-textured Easy Blur Primer—which was designed to control excess oil, create a smooth texture, and blur pores with skin-loving ingredients like antioxidants and glycerin—at the same time as Easy Blur Natural Airbrush Foundation. And a Base Brush to tie everything together.

“This game-changing duo is the easiest way to achieve beautifully blurred skin,” the brand explains. “No filter needed.”

The Reviews

Jasmine Phillips, social media editor

“The blur is real. Slowly but surely, I’m swapping out my skin tints for foundations and seeing which products offer medium coverage but still feel light weight on the skin. I was actually shocked by how this foundation blurred an imperfections and visible pores I had, and offered a semi matte but not dry finish. The formula is infused with niacinamide so you know your skin is getting the care it needs while looking good, too.”

Adelaide Giesey, editor

“When it comes to picking a foundation, I always opt for formulas with light coverage and a glowy finish. So I was a bit apprehensive about whether I would like this product. After testing the Easy Blur foundation for just over a week, I was shocked at how much I enjoyed the formula. It truly feels weightless on the skin. My favorite part is how the coverage is customizable depending on how many layers you apply. I always prepped my skin with the Easy Blur Primer and then used one generous coat of foundation across my face. On a few areas where I had pigmentation, I would dab in another layer to even out the coverage. The foundation played well with my other favorite products and did not budge throughout the day.”

Eden Stuart, editor

“This foundation really packs a pigment punch—with just a few drops you get plenty of coverage and lots of great blurring, without the heavy feeling associated with many medium- and full-coverage foundations. (I’d say it’s solidly medium coverage, but can be built up to full, with a radiant-natural finish.) It’s also fragrance-free; while I have no problem with a bit of scent in my makeup—my skin isn’t at all sensitive—I know that’s a crucial selling point for many!”

Bella Cacciatore, news editor

“This foundation couldn’t have arrived at a better time. After years of ultra-dewy foundation, I’m ready to dip my toe into soft-matte coverage as we head into fall. This foundation has the prettiest finish—it’s matte but not flat with an airbrushed effect but still looks like I have life to my skin. I would call it flexible coverage—one layer gave me pretty minimal coverage, two gave me my ideal medium, and I think I could even build it up with three for full. It truly feels like nothing on my skin, and stayed in place all day, even in the sweltering heat. I’m a convert!”