Ube Desserts London for Huda Beauty
Huda Beauty
Ube Cupcakes and Desserts — Huda Beauty London Showcase
Ube Desserts London for Huda Beauty
Ube Desserts London for Huda Beauty
The Brief
Commissioned by the owner of Trace Publicity — the PR agency running Huda Beauty's London launch — following a lengthy call just after Christmas 2024. The brief: create an interactive dessert experience for the press and influencer launch of Huda Beauty's Ube Obsessions range, with hundreds of press and influencers expected to attend.
Our Creation
Mooies created three distinct elements for the launch:
160 iced and un-iced ube buttercream cupcakes — the iced cupcakes were dispensed through a custom cupcake vending machine, built to work like a photo booth but giving guests a cupcake instead of a photograph. The un-iced cupcakes were paired with bags of ube buttercream and piping nozzles at a live decorating station, where press and influencers could pipe and finish their own cupcake on the spot.
100 ube macarons, served as the transition treat between the afternoon event ending and the evening event beginning.
100 ube cookies, placed at the bar for guests to enjoy throughout.
Delivery & Set-Up
Everything had to be on-site by 1pm on the day, delivered to 180 The Strand, London, where the Mooies team unloaded and carried every element through the building to the 4th floor personally. We stayed on-site for the full setup and met Rob in person, who gave permission to film — on the condition nothing was published until after the event, since the collection hadn't launched yet.
Why It Matters
This commission shows more than dessert-making — it demonstrates the ability to design a genuine interactive brand experience, manage full on-site delivery and installation for a major press event, and be trusted with confidential, pre-launch information ahead of a product reveal — the same discretion Mooies has consistently been trusted with, including on productions like Netflix's Jay Kelly.
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Discover more from our ube cake London collection, including bespoke cakes, cupcakes, and dessert tables designed for private clients and brand collaborations.
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