Huda Beauty has rolled out its ‘Snatched Baddies’ campaign featuring founder Huda Kattan and rapper Cardi B, marking the pair’s collaboration around the launch of Ultra Snatched, an extension of the brand’s Easy Bake franchise comprising Easy Bake Loose Setting Powder Duos and Easy Bake Pressed Powders.

Created alongside Cardi, the campaign combines their playful, unapologetic energy with humour and glam to showcase the transformative power of the Ultra Snatched routine.

The campaign comprises an ad film.

The film opens with Kattan at Huda Beauty’s headquarters preparing for a product launch when she crosses paths with Cardi B, with both revealing they are fans of each other. After exchanging compliments, Kattan introduces Cardi to the new Easy Bake product before they apply the Ultra Snatched collection in separate lifts, only to emerge having swapped lives. Cardi finds herself navigating Huda Beauty, fielding questions on budgets and approvals as the company transforms into Cardi Beauty, while Huda struggles to keep up with Cardi’s dance moves on a music video set. Realising they have snatched a little too hard, the pair reunite and use the collection to transform back into themselves.

What we think about it: The life-swap premise gives the film a playful hook and makes the chemistry between Huda Kattan and Cardi B the clear entertainment driver. However, the product’s role can feel secondary to the celebrity-led storyline, with the film relying more on the duo’s personalities and humour than demonstrating why Ultra Snatched stands out as a makeup product.

The campaign will be rolled out across social, digital platforms and in-store.