Donning a turquoise apron dotted with red cherries, 34-year-old Huda Kattan examines the pink, retro kitchen surrounding her. To her right, there’s a whole wall of shelves crammed with fake flour and sugar boxes emblazoned with her name. Kattan has styled the props and set as the perfect backdrop for Instagram-worthy photos to celebrate her latest cosmetic product, a loose finishing powder called Easy Bake. At the launch event, Kattan refers to her fans as “cake faces” - since they wear layers of makeup. Retailing for $34, the new powder is the latest of Huda Beauty’s more than 140 products, from eyeshadow pallets to lip gloss, that together bring in at least $200 million in annual revenue.