Huda Beauty is a cosmetics line that was launched in 2013 by Huda Kattan.[1]
Background
In April 2010, Huda Kattan started a beauty blog and a YouTube channel, both called Huda Beauty.[1] In 2013, she launched a cosmetics line with sister Mona Kattan, named after her channel.[2][3]
Kattan's channels contain beauty tutorials focusing on topics such as makeup techniques and skincare routines. Comparisons have been drawn between Kattan and Kim Kardashian, noting similarities in their family-run businesses and influencer status in the beauty industry.[4]
Launch
The first Huda Beauty product was a collection of false eyelashes released through Sephora in Dubai in 2011, and in the United States in 2015.[5][6] According to reports, The Kardashian sisters used Huda Beauty lashes, providing an early publicity boost to the label.[7]
In December 2017, the company received a minority investment from TSG Consumer Partners, a private equity firm that had previously invested in beauty brands such as Smashbox and IT Cosmetics.[8]
In June 2025, Huda Beauty announced that they had become fully founder owned.[9]
Products
Makeup
Huda Beauty offers more than 140 products online or in-store.[5] The cosmetics company has a diverse range of makeup products, from eye makeup to foundations and lip products. Some of their highest selling products include their Easy Bake Loose Baking and Setting Powder, their FAUX FILTER line consisting of color correctors and concealer, and their Blush Filter Liquid Blush.[10] Since launch, Huda Beauty's Samantha Lashes #7, has been ranked as one of the best-selling and highly reviewed lash products.[11][12]
Fragrance
In November 2018, Huda Beauty launched their fragrance arm, Kayali, founded by Kattan's sister, Mona Kattan.[13]
Awards and recognition
In 2016, Kattan was awarded the Digital Innovator of the Year award in the category of prestige beauty by Women's Wear,[19] in 2017, Huda Beauty's false eyelashes won the Best False Lashes award by wedding magazine The Knot and in 2021, she won Glamour's Women of the Year Entrepreneurial Gamechanger.[20] Kattan was named as one of Time magazine's 25 Most Influential People Online,[1][21] alongside J.K Rowling and Kim Kardashian, and she was listed as one of "The Richest Self-Made Women and one of the Top Three Beauty Influencers" by Forbes.[5][6]
Controversies and criticism
Genital lightening
Huda Beauty faced intense disagreement over a blog post advising women about ways to lighten the color of their genitals. Originally published on 7 April 2018, the post named "Why Your Vagina Gets Dark And How To Lighten It" noted some tips from a "trusted expert" and board-certified dermatologist Doris Day, MD. This post was criticized as unprofessional and misleading.[22]
Allegation of copying
In 2017, Huda Beauty announced that it would soon be debuting a foundation collection with a more diverse range of shades. Following this announcement, the collection was criticised by Fenty Beauty followers that "it copies Fenty Beauty's Pro Filt'r foundation collection image". Huda Beauty's "#FauxFilter" foundations have a selection of 30 shades, while Rihanna's brand - Fenty Beauty Pro Filt'r foundation collection has 40 shades.[23]
Acne scar shaming
Marketing
According to the Instagram scheduling tool HopperHQ, which publishes an 'influencer rich list' estimating the value and income of internet influencers, Kattan could potentially earn up to AED 66,000 per sponsored post as the owner of Huda Beauty.[3][21]
Huda Beauty is among the best-selling cosmetics brands in Sephora in the Middle East and Harrods in London. According to The Business of Fashion, Kattan's background as a second-generation Iraq immigrant in America distinguishes her from other beauty influencers. She studied Finance in the United States, and pursued a career as a makeup artist in Dubai.[35]
Philanthropy
2020
2021
2025
- June 2020: Huda Beauty supported Doctors Without Borders (MSF) by matching the donations made through the Huda Beauty website, with their donation totaling $150,000 in matched funds to the Doctors Without Borders COVID-19 Relief Fund.[36]
- March 2021: Huda Kattan & Huda Beauty starts petition for beauty brands to disclose when they've retouched or edited their images or videos. Encouraging women & men to love themselves, dismantling toxic social media beauty standards.[37]
- March 2021: Huda Beauty stands up against racism against the Asian community, donates to Stop AAPI Hate.[38]
- April 2021: In Ramadan, Huda Beauty donated one million meals to the 100 Million Meals food drive initiative, which was launched by
External links
References
- Susannah Hutcheson. How I became a makeup mogul: Beauty influencer Huda Kattan talks about business, life USA Today, retrieved 19 October 2018^
- How Huda Kattan Turned Blogging Into a Beauty Empire Allure, Condé Nast, retrieved 19 October 2018^
- HBD! Here Are 9 Things You Didn't Know About Huda Kattan