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Huda Beauty

From Alfawiki
Huda Beauty
Company typePrivate
IndustryCosmetics
Founded2013
FounderHuda Kattan, Mona Kattan
Headquarters
Dubai
,
United Arab Emirates
Area served
Worldwide
ProductsCosmetics, Fragrance (Kayali), Skincare (Wishful)
Websitehudabeauty.com

Huda Beauty is a cosmetics brand established in 2013 by entrepreneur Huda Kattan.[1] In 2017, Kattan earned recognition as one of "The 25 Most Influential People on the Internet" by Time. Additionally, she was featured among "The Richest Self-Made Women" and ranked as a leading beauty influencer by Forbes.[2][3]

Background

In April 2010, Huda Kattan launched a beauty blog and accompanying YouTube channel, both under the name Huda Beauty.[1] Three years later, in 2013, she introduced the cosmetics brand alongside her sister Mona Kattan, naming it after her digital platform.[4][5]

Kattan’s content primarily centers on makeup application techniques and skincare advice. She has often been likened to Kim Kardashian due to their shared status as family-led enterprises and influential figures within the beauty industry.[6]

Launch

The inaugural product from Huda Beauty was a collection of false eyelashes released via Sephora in Dubai in 2011, which later expanded into the United States market in 2015.[2][3] Early momentum was driven by the Kardashian family’s adoption of the lashes.[7]

In December 2017, Huda Beauty secured a minority stake investment from private equity firm TSG Consumer Partners, which is known for supporting brands such as Smashbox and IT Cosmetics.[8]

By June 2025, Huda Beauty announced it had regained full ownership by concluding its partnership with TSG.[9]

Makeup

Huda Beauty’s portfolio includes more than 140 items available both online and in retail locations, covering categories such as eye products, foundations, and lip color. Among the best-performing items are the Easy Bake Loose Baking and Setting Powder, the FAUX FILTER range of color correctors and concealers, as well as the Blush Filter Liquid Blush. Since its debut, Samantha Lashes #7 has remained one of the brand’s top-selling and most praised eyelash options.

Fragrance

In November 2018, Huda Beauty ventured into the fragrance sector through Kayali, a brand established by Mona Kattan. Kayali focuses on crafting bespoke perfumes that "convey a narrative," presenting an extensive selection of scent options. By September 2024, Huda Beauty's yearly revenue had climbed to $75 million, fueled by ongoing innovation in products and expanding market presence.

Skincare

The skincare division of Huda Beauty, known as Wishful, debuted in 2020 with the release of the Yo Glow Enzyme Scrub. Within the same year, the product line rapidly grew to feature two sheet masks and the Clean Genie Cleansing Butter.

Awards and recognition

In 2016, Kattan earned the Digital Innovator of the Year accolade in prestige beauty from Women's Wear. The following year, Huda Beauty’s false eyelashes were honored as Best False Lashes by wedding publication The Knot. In 2021, Kattan was recognized as an Entrepreneurial Gamechanger in Glamour’s Women of the Year. Additionally, she was included among Time magazine’s 25 Most Influential People Online alongside figures such as J.K. Rowling and Kim Kardashian. Forbes also acknowledged her as one of "The Richest Self-Made Women" and ranked her among the top three beauty influencers.

Genital lightening

Huda Beauty encountered criticism for a 2018 blog entry titled "Why Your Vagina Gets Dark And How To Lighten It," which featured guidance from dermatologist Doris Day, MD. The post attracted widespread condemnation for being unprofessional and potentially misleading.

Allegation of copying

In 2017, following the launch of a foundation collection featuring diverse skin tones, Huda Beauty was accused by followers of Fenty Beauty of imitating Fenty’s Pro Filt'r foundation campaign imagery. Huda Beauty’s "#FauxFilter" collection offers 30 shades, while Fenty Beauty provides 40.

Acne scar shaming

UK-based YouTuber Em Ford released a video titled "You Look Disgusting" in 2015 addressing negative remarks about her looks; by October 2018, it had amassed over 28 million views. Huda Kattan faced backlash for a post implying that acne scars were more unattractive than active breakouts, using Ford’s video to emphasize how “ugly” scars might appear. Ford responded by questioning whether Kattan, as a leading brand figure, intended to perpetuate bullying or contribute to solutions. Subsequently, Kattan issued a public apology online.

Prohibited ingredients

In 2022, the US Food and Drug Administration accused Huda Beauty of incorporating banned substances near the eye area in its Neon Obsessions palette. A lawsuit filed in the United States alleged that the company failed to disclose warnings such as "not intended for use around eyes." A federal judge in California approved a settlement amounting to $1.93 million plus $1.2 million in legal fees to resolve these allegations.

Marketing

Instagram analytics company HopperHQ reports that as owner of Huda Beauty, Huda Kattan can command up to AED 66,000 per sponsored Instagram post. The brand is among Sephora’s top-selling cosmetic lines in the Middle East and performs strongly at Harrods in London. Kattan’s unique background—as a second-generation Iraqi immigrant raised in the US with a Finance degree and experience as a makeup artist in Dubai—sets her apart from other beauty influencers and has played a significant role in her entrepreneurial achievements.

Philanthropy

2020

  • June 2020: Through its website, Huda Beauty matched contributions, donating $150,000 to the COVID-19 Relief Fund managed by Doctors Without Borders.

2021

  • March 2021: Huda Kattan and Huda Beauty initiated a petition calling on beauty companies to be transparent about image editing practices, advocating for self-love and confronting harmful beauty ideals.
  • March 2021: Provided support to Stop AAPI Hate in opposition to racism targeting the Asian community.
  • April 2021: Contributed one million meals to the 100 Million Meals campaign, aiding vulnerable populations across Asia and Africa during Ramadan.
  • May 2021: Deferred its "largest launch of the year" due to Israeli forced evictions in Palestine and donated $100,000 to Doctors Without Borders for direct assistance.
  • May 2021: Donated $100,000 to Help India Breathe, a COVID-19 relief initiative founded by Jay Shetty and Radhika Devlukia-Shetty.

2025

  • July 2025: Introduced a lip oil shade and fragrance named "Kalamantina" in collaboration with Palestinian rapper Saint Levant. Although proceeds were initially designated for Palestinian agricultural and cultural efforts, the full amount of $210,000 was ultimately given to Doctors Without Borders for Gaza relief amid controversy surrounding the campaign’s timing during the Gaza Strip conflict.

External links

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