Huda Beauty's Haze Obsessions Collection Could Start Its Very Own Beauty Trend
For a beauty nerd like me, there's absolutely nothing like the fall. The weather gets cool enough that I no longer have to worry about makeup sweating off — but it isn't cold enough for my skin to dry up and flake away, either. My moods shift entirely, and suddenly I have way more energy to put an eye look together in the morning (as opposed to my summertime routine of just sunscreen and tinted lip balm). Not to mention that fall always comes with a slew of new makeup launches with all kinds of shades, finishes, and formulas to experiment with. The whole season is like a beauty playground.
Huda Kattan must be able to read minds because she seems to know exactly where I'm at. On September 9, Huda Beauty will launch Haze Obsessions, a trio of miniature eye shadow palettes. Just like the Obsessions palettes that came before them (Neon, Nude, Pastel), the Haze palettes are each packed with nine shades in varying finishes, but these ones come with a twist that's utterly perfect for autumn's moody, transformative vibe. The matte, metallic, and shimmer shades in all three Haze palettes (Khaki Sand, and Purple) have slightly muted hues, kind of like a dusky city sunset. As Kattan tells Allure, that quality is the result of loads of research.
"With every Obsessions launch, I study emerging fashion and beauty trends and forecast what is going to be the next big thing, then weave that into our product development process," she explains. This time around, Kattan's studies led her to a big emerging makeup trend. "Our new Haze Obsessions palettes are our latest take on the forecasted trend that I see being a huge bet for this fall: the haze eye — a modernized take on the smoky eye using earthy fall tones."
It isn't just the rising popularity of earth tones that make the Haze palettes so of-the-moment. The COVID-19 pandemic also played a big part in this collection's ideation and development. "As a result of the current climate, at-home style is edging into street style and I'm seeing more relaxed and casual fashion," Kattan says. "These muted tones are the perfect complement to that shift in style while still maintaining the glam factor." And the deeper, intensely shimmery shades, she adds, are an extra nod to Dubai's "always-polished" style.
I tried these new eye shadows before the rest of the world, and I wasn't surprised to find that each finish applied with full pigment and very little fallout. If you're a fan of Huda Beauty's other Obsessions palettes, you'll be delighted to know that the formulas have remained ultimately the same because they're already so beloved — plus, any person at any makeup skill level can use them in a plethora of ways.
"You can create an all-matte wash of color to rock during the day, and then you can add a little dimension with a duo-chrome or shimmer to elevate the same look for your evening plans," Kattan advises. "For days when you're looking to go even more subtle, you can always apply the shimmers into the corners of your eyes or onto the brow bone for a little highlight."
That said, you can catch me creating my own takes on the haze eye for the entirety of the fall. I might be pairing those looks exclusively with hoodies and sweatpants, but that's kind of the point anyway (in other words… please don't judge me).
The Huda Beauty Haze Obsessions eye shadow palettes, $29 each, are available now from hudabeauty.com.
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