Huda Beauty is a globally recognized cosmetics brand founded by Huda Kattan. The brand's channels feature extensive beauty tutorials, offering guidance on makeup techniques and skincare routines. Huda Beauty boasts a diverse product line, encompassing over 140 items available both online and in retail stores. Their extensive collection includes everything from eye makeup and foundations to a wide array of lip products.
Brand Evolution and Product Offerings
The cosmetics company has established a reputation for its diverse range of makeup products, catering to various beauty needs. From intricate eye makeup creations to flawless foundations and vibrant lip products, Huda Beauty aims to provide a comprehensive selection for its consumers.
Controversies and Criticisms
Despite its success, Huda Beauty has faced significant controversies. In April 2018, the brand published a blog post titled "Why Your Vagina Gets Dark And How To Lighten It," which advised women on lightening the skin color of their genitals. This post, featuring tips from dermatologist Doris Day, MD, generated intense disagreement and public criticism.
In 2017, Huda Beauty announced its intention to launch a foundation collection with a more inclusive range of shades. However, this announcement was met with criticism from followers of Fenty Beauty, who accused the brand of copying Fenty Beauty's Pro Filt'r foundation collection imagery.
Further controversy arose in 2015 when UK YouTuber Em Ford posted a video titled "You Look Disgusting," discussing negative comments about her appearance. Huda Kattan was later blamed for shaming other peer YouTubers' acne scars. Kattan had commented that acne scars were worse than breakouts and used Ford's positive post to illustrate "how ugly" acne scars could be.
In July 2022, Huda Beauty was accused by the U.S. Food and Drug Administration (FDA) of using disapproved substances in its products around the eye area. A consumer lawsuit alleged that the brand's Neon Obsessions palette concealed prohibited ingredients by hiding warning labels, such as those indicating it was "not intended for the eye area." The brand later agreed to pay nearly $2 million to settle the lawsuit concerning its Neon Obsessions palette.
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Public Backlash and Political Commentary
In January 2026, Huda Kattan faced significant public backlash following a post on Instagram that critics characterized as supportive of the Islamic Republic’s state narrative. The post, shared during a period of intense civil unrest in Iran and a subsequent violent crackdown, showed pro-Islamic Republic protesters burning images of Iranian opposition figures. This occurred amid the 2025-2026 Iranian protests and the 2026 Iran massacres, involving the IRGC and affiliated militias. Commentators and social media users highlighted the brand's popularity among Iranian women, pointing to a perceived disconnect between the company's consumer base and Kattan’s social media activity. This led to calls for a boycott of Huda Beauty.
In July 2025, Huda Beauty's "Kalamantina" campaign faced outrage for being perceived as "tone-deaf" to the crisis in Gaza. The campaign featured a collaboration with Palestinian musician Saint Levant. Pulitzer-winning Palestinian author addressed Saint Levant and Huda Kattan, questioning their genuine care for Gaza. Following the backlash, Huda Beauty announced that 100% of the campaign's proceeds would be donated to medical aid in Gaza.
Brand Positioning and Influence
Huda Beauty is recognized as one of the best-selling cosmetics brands at prominent retailers such as Sephora in the Middle East and Harrods in London. According to The Business of Fashion, Huda Kattan's background as a second-generation Iraqi immigrant in America distinguishes her within the beauty influencer landscape.
Initiatives and Philanthropy
In March 2021, Huda Kattan and Huda Beauty launched a petition urging beauty brands to disclose when they have retouched or edited their images or videos, advocating for greater transparency in the industry. The brand has also been involved in various philanthropic efforts, including donating one million meals to the region's largest Ramadan food drive in April 2021 and supporting Indian COVID-19 relief efforts in May 2021.
Brand Expansion into Skincare
In February 2020, Huda Kattan launched Wishful, a skincare brand designed for makeup lovers. The initial launch included two masks, followed by the introduction of the Clean Genie Cleansing Butter in June 2020, further diversifying the brand's offerings beyond makeup.
Recognition and Milestones
Huda Kattan has received numerous accolades, including being named one of Forbes' Top Three 'Influencers' in April 2017 and being placed on Forbes' list of the Richest Self-Made Women in July 2018. Time magazine recognized her as one of the 25 Most Influential People on the Internet in June 2017. In June 2025, Huda Beauty became fully founder-owned after ending its partnership with TSG.
