Huda Beauty to release a green-colored face powder inspired by matcha
USA TODAY
Huda Beauty's new 'Matcha Milk Cake' shade joins the brand's lineup of other sweet treat-inspired face powders.
Huda Beauty is hopping on the matcha bandwagon, dropping a new face powder inspired by the popular drink.
Joining the lineup of her Easy Bake Loose Powders is "Matcha Milk Cake," a subtle-green shade "designed specifically to help neutralize redness and overly pink tones."
Huda said the new "Matcha Milk Cake" formula offers "blurring, shine-controlling performance" along with "an added complexion-balancing effect for redness/rosacea common in fair to light-medium skin tones."
The limited-edition shade, which delivers a soft matte, lightweight finish, has a silky, micro-milled texture and includes rice starch for shine control, according to Huda.
In recent years, matcha has gained significant popularity and become a cultural phenomenon, with many food brands such as Starbucks and Dunkin' adding matcha-flavored items to their menus. In December 20204, Forbes reported the matcha market is expected to hit about $5 billion by 2028, while Time, citing a Japanese agriculture ministry report, said the 2024 output of tencha, a type of tea leaf, was over 2.5 times higher than in 2014.
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