Globally recognised cosmetics brand founded in 2013 by beauty blogger and makeup artist Huda Kattan
Huda Beauty is a globally recognised cosmetics brand founded in 2013 by beauty blogger and makeup artist Huda Kattan.
Huda Beauty is a globally recognised cosmetics brand founded in 2013 by beauty blogger and makeup artist Huda Kattan, recognized as one of Forbes’ Self-Made Women in the US, A Times 100 People of the Internet, and honored among the 100 Most Powerful Businesswomen in the Middle East. One of the fastest-growing beauty brands in the world, the brand began with false eyelashes and expanded into a full line of makeup and beauty products.
Known for strong social‑media presence and inclusive, trend‑driven products, Huda Beauty has become one of the fastest‑growing beauty companies worldwide — and, as of 2025, is once again fully under founder control. Her journey from a makeup enthusiast to the helm of a multi-million-dollar beauty brand has made her one of the most recognized figures in the beauty industry, with millions of followers on social media and a loyal global customer base.
In April 2010, Kattan launched a beauty blog named “Huda Beauty” on WordPress, sharing makeup tutorials and tips. “I’ve always been extremely passionate and the type of person who loves sharing information,” she shares on her official website. “When I first started my career in beauty I was working as a makeup artist which I absolutely loved but I still felt like something was missing. I wanted to help others by sharing the tricks I had learned and acknowledge all of the incredible talented makeup artists, photographers and models in the industry. I knew that beauty sometimes felt a bit unattainable and cold and I really wanted to change that. Ultimately, Hudabeauty.com became a place for people to feel beautiful and comfortable, and to share their own inspiration and thoughts around beauty.”
Huda Beauty
2013 was the turning point for Huda as she and her sisters Mona and Alya worked together to create a collection of false eyelashes under the Huda Beauty brand name, which would later launch at Sephora in Dubai Mall. Huda’s experience in the beauty industry has allowed her to expand the range to include liquid lipsticks, lip contour pencils, textured eyeshadow palettes and complexion products – all of which have been best-sellers across the globe.
“Working as a makeup artist, I wasn’t satisfied with the style and quality of lashes that were available at the time so I often ended up stacking and customising the lashes myself to suit the client’s eye shape,” she shares on her website. “After receiving several messages from people wanting to buy the lashes I had customised, my sister Mona suggested I start my own line. My older sister Alya was actually the initial investor; she invested $6,500 for our first batch of products.
I’ve been a blogger, I’ve created social content, I’ve worked as a makeup artist, I’ve worked with manufacturers to create products in the lab and I’m the face of a brand. My experience in the industry has allowed me to appreciate and understand the industry and look at it from different angles. We have a very engaged community who are always telling us what they want to see, so we take a lot of inspiration from the comments we see on social media and only create products that there is a demand for.”
The brand’s success was bolstered by celebrity endorsements, including Kim Kardashian. Huda Kattan’s ability to pinpoint and meet the diverse beauty needs of her consumer base propelled the beauty brand’s rapid growth. Huda Kattan has amassed over 54 million followers on Instagram by 2025. She was named one of Time’s 25 Most Influential People on the Internet in 2017 and was ranked number one on Cosmetify’s Beauty Influencer Rich List in 2021. In 2018, Kattan co-founded the fragrance line ‘Kayali’ with her sister Mona. In February 2025, Huda Beauty sold its stake in ‘Kayali’ to Mona and private equity firm General Atlantic.
Huda Kattan
Huda Beauty’s brand mission is to offer beauty products that let everyone — regardless of age, background or style — feel confident and empowered. The brand aims to cater to diverse skin tones, beauty preferences, and lifestyles, rejecting narrow definitions of beauty. It commits to transparency, honesty and authenticity. Through social‑media engagement, user feedback, and direct communication, it seeks to deliver products that meet real needs and build trust with its community. Finally, Huda Beauty strives to be a voice of inclusivity in the beauty industry: a space where beauty is accessible, expressive, and personal — not imposed by external standards.
Huda Kattan’s vision for Huda Beauty focuses on inclusivity and empowerment. “As a brand, we are fun yet sophisticated, and we are always innovating! Any time we create a new product, we raise the bar and make sure that whatever we are creating will fill a gap in the industry,” she says. “We want every product to serve a purpose; if there isn’t a need for something or there is already an amazing product available, then we won’t create a new one. I’m not motivated by money, so the bottom line doesn’t matter to me. It is about giving people the power to them express who they want to be no matter who they are, or where they are from.”
Huda Kattan also advocates for transparency regarding retouching and editing in beauty imagery, encouraging brands to disclose such practices to combat unrealistic beauty standards. Huda Kattan also uses her platform for philanthropic efforts, supporting causes such as racial equality, humanitarian aid, and COVID-19 relief. In 2021, Huda Beauty donated $100,000 to the “Help India Breathe” initiative and has contributed to food drives and medical assistance programs globally.
Huda Beauty’s product portfolio covers a wide range of cosmetics. It began with false eyelashes which remain among its top sellers. Over time, the brand expanded into foundations, concealers and setting powders under lines like Faux Filter. The eye‑makeup includes eyeshadow palettes, liquid eyeshadows and eye makeup accessories. Its lip range features liquid lipsticks, lip contours and related lip products. Highlighter palettes and colour-correcting products are also part of the collection. Beyond makeup, Huda Beauty has extended into skincare and had a fragrance‑line spin‑off, Kayali, though as of 2025 the fragrance business has been sold off.
Huda Kattan’s entrepreneurial achievements have got significant recognition. In 2017, she was named one of Time’s 25 Most Influential People on the Internet, highlighting her impact on digital culture and beauty trends. Forbes also listed her among the “Richest Self-Made Women” and “Top Three Beauty Influencers.” Her contributions to the beauty industry were further acknowledged in 2021 when she received Glamour’s “Women of the Year Entrepreneurial Gamechanger” award. In 2023, Kattan was included in the BBC’s 100 Women list, celebrating her as one of the most influential women globally.
