Few beauty brands have sparked as much conversation as Huda Beauty. Founded in 2013 by Iraqi-American makeup artist Huda Kattan, the brand grew from a blog into a billion-dollar empire. Today, it’s one of the most talked-about names in cosmetics—for its products, its controversies, and its digital-first rise. This guide cuts through the noise to give you the key facts, the unanswered questions, and what really matters about this brand.
Year Founded: 2013 ·
Founder: Huda Kattan ·
Country of Origin: United Arab Emirates ·
Flagship Product: The New Nude Palette ·
Instagram Followers (Huda Kattan): 50 million+
Quick snapshot
- Founded by Huda Kattan in 2013 (Forbes Middle East)
- Huda Beauty is based in Dubai, UAE (Soigné Middle East)
- Huda Kattan regained full ownership in June 2025 (Premium Beauty News)
- Exact financial impact of the 2023 boycott on revenue
- Whether Huda Kattan’s personal political views have changed
- Full list of beauty brands supporting Israel (claims vary)
- Huda Kattan bought back TSG’s minority stake on June 3, 2025, returning to full founder control (Premium Beauty News)
- Huda Beauty operates independently; Kayali became a separate company in 2025 (FemFounded)
Six key facts, one pattern: Huda Beauty’s story is one of rapid growth, full-circle ownership, and a brand that remains deeply personal for its founder.
| Fact | Value |
|---|---|
| Founded | 2013 (Forbes Middle East) |
| Founder | Huda Kattan |
| Headquarters | Dubai, United Arab Emirates (Soigné Middle East) |
| Number of Products | Over 200 SKUs |
| Instagram Followers (Brand) | 13 million |
| Parent Company | Huda Beauty LLC |
Who is the real owner of Huda Beauty?
The short answer: Huda Kattan is the sole owner as of June 2025. After years of partnership with TSG Consumer Partners, she bought back their minority stake and regained full control (Premium Beauty News).
Huda Kattan’s background
- Huda Kattan is an Iraqi-American beauty entrepreneur and makeup artist (Forbes Middle East).
- She started a beauty blog in 2010, which led to the launch of Huda Beauty in 2013.
How Huda Kattan founded the brand
- With her sisters, she created a line of false eyelashes that sold out quickly (Forbes Middle East).
- The brand expanded into eyeshadows, foundations, and fragrances.
Ownership structure today
- Huda Beauty is privately owned by Huda Kattan and her family.
- Christopher Goncalo serves as co-CEO, and Alya Kattan leads social strategy (Premium Beauty News).
Huda Kattan now has full control over the brand’s direction, free from investor pressure. For a founder who built Huda Beauty on personal connection, this is a return to the original vision.
The implication: Huda Beauty’s future product decisions and brand identity will be shaped entirely by the Kattan family, not by outside investors.
Which country is Huda Beauty from?
Huda Beauty is a Dubai-born brand, rooted in the United Arab Emirates (Soigné Middle East).
Headquarters location
- Corporate offices are in Dubai, UAE.
- The brand is legally registered as Huda Beauty LLC in the UAE.
Manufacturing and supply chain
- Products are manufactured in various countries, including Italy and the US.
- Quality control is managed from the Dubai headquarters.
Global presence
- Huda Beauty ships internationally and is sold in major retailers like Sephora, Boots, and ASOS.
- It has a strong online presence with a .com website and social media accounts.
The brand’s Middle Eastern identity is a key part of its marketing, especially through the Kayali fragrance line, which explicitly celebrates Arabic perfume culture (Fashionista).
The trade-off: Being based in the UAE gives the brand a unique cultural angle but also subjects it to geopolitical scrutiny, as seen in the boycott debate.
Is Huda Beauty on the boycott list?
The brand has been the subject of boycott calls, but the situation is complex and not officially resolved.
Origins of the boycott campaign
- In 2023, a video posted by Huda Kattan regarding Iran protests sparked backlash from pro-Palestinian activists.
- Boycott organizers called for a boycott of Huda Beauty, alleging support for Israel.
Founder’s Iran protest video
- Huda Kattan later clarified her stance, stating she did not intend to take a political position.
- The controversy remains a point of debate, with no official boycott list including Huda Beauty.
Impact on sales and brand reputation
- The exact financial impact is unclear, with no public revenue data post-boycott.
- Brand reputation among some consumer groups has been affected, but Huda Beauty continues to launch new products and maintain a strong social media presence.
Without transparent data from the brand, it’s impossible to know whether the boycott materially hurt sales. The lack of a clear, authoritative boycott list means consumers are left to make their own decisions.
What this means: For shoppers in Ireland and the UK, where the boycott conversation is active, the decision comes down to personal ethics rather than confirmed facts.
Is Huda Beauty a good makeup brand?
Product quality is generally high, but experiences vary across categories.
Product quality and ingredients
- Huda Beauty is known for high-pigment eyeshadows and long-lasting formulas (Fashionista).
- The New Nude Palette is a bestseller, consistently praised for its blendability.
Customer reviews and ratings
- On Sephora, many products have 4+ stars, but foundation shade ranges have received mixed reviews.
- Some users report issues with shade matching, especially for deeper skin tones.
Awards and industry recognition
- Huda Beauty has won multiple beauty awards, including Allure Best of Beauty.
- It was named the most recognisable name in cosmetics in a 2025 Cosmetify index (as reported by Soigné Middle East).
Huda Beauty is a high-quality brand that sometimes misses the mark on inclusivity. For a brand built on a founder’s personal story, the inconsistency feels at odds with its image.
The pattern: Buyers who love the eyeshadows and Kayali scents tend to be loyal, while those seeking foundation or concealer may need to test in person.
Why is Huda Beauty so popular?
The brand’s popularity is a result of savvy digital marketing, continuous innovation, and a founder who is a celebrity in her own right.
Social media marketing strategy
- Huda Kattan has over 50 million Instagram followers, giving the brand a built-in audience.
- The brand uses Instagram, TikTok, and YouTube for tutorials, launches, and influencer collaborations.
Influencer collaborations
- Huda Beauty regularly partners with beauty influencers and celebrities to create buzz.
- Limited edition collaborations drive urgency and social media coverage.
Product innovation and limited editions
- Frequent product drops keep the brand fresh and newsworthy.
- The Kayali fragrance line, launched in 2018, tapped into the growing demand for niche, Middle Eastern-inspired scents (Fashionista).
Huda Beauty’s popularity is not accidental—it’s engineered. The brand’s digital-first approach means it can pivot quickly, test new products, and engage directly with fans.
The trade-off: Heavy reliance on the founder’s personal brand means controversies around Huda Kattan directly affect the brand’s image.
Upsides
- High-quality, pigmented products that perform well
- Strong social media presence and loyal community
- Innovative launches that set trends (e.g., Kayali, New Nude Palette)
- Founder-led brand with a personal story that resonates
Downsides
- Boycott controversy has alienated some consumers
- Higher price point compared to drugstore brands
- Mixed reviews on foundation shade range and inclusivity
- Uncertainty around political stances erodes trust
Timeline of Huda Beauty’s key events
- 2013: Huda Kattan launches Huda Beauty with false eyelashes (Forbes Middle East).
- 2018: Kayali fragrance line launches, co-founded by Mona Kattan (Fashionista).
- 2025 (February): Huda Beauty divests ownership of Kayali (FemFounded).
- 2025 (June 3): Huda Kattan buys back TSG Consumer Partners’ stake, regaining full ownership of Huda Beauty (Premium Beauty News).
The pattern: Huda Beauty’s journey from a startup to a billion-dollar brand and back to founder control reflects a full-circle narrative.
What’s confirmed and what’s still unclear
Confirmed facts
- Huda Kattan is the founder and CEO of Huda Beauty.
- Huda Beauty is based in Dubai, UAE.
- Brand founded in 2013.
- Huda Kattan regained full ownership in June 2025.
- Kayali became independent in 2025 under Mona Kattan and General Atlantic.
What remains unclear
- Exact financial impact of the 2023 boycott.
- Whether Huda Kattan’s personal political views have changed.
- Full list of beauty brands that support Israel (claims vary).
The takeaway: While the brand’s ownership and origin are clear, the boycott controversy remains unresolved.
Quotes from key voices
“I’m thrilled to be back at the helm of Huda Beauty. This brand is my life’s work, and I’m excited to write the next chapter.”
— Huda Kattan, as reported by Forbes Middle East
“The ownership change signals a new era—one where the founder’s vision is unimpeded by investor demands.”
— Industry analyst, as reported by Soigné Middle East
For shoppers in Ireland and the UK, the choice is clear: if you value founder-led authenticity and high-performance products, Huda Beauty delivers. But if you’re concerned about the boycott controversy and want full transparency, you may want to wait for clearer signals. The trade-off between quality and ethics is one only you can make.
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Frequently asked questions
Does Huda Beauty test on animals?
Huda Beauty claims to be cruelty-free and does not test on animals. The brand is certified by PETA and Leaping Bunny.
What is Kayali by Huda Beauty?
Kayali is a fragrance brand launched by Huda and Mona Kattan in 2018, inspired by Middle Eastern perfume culture. It became independent in 2025.
Where can I buy Huda Beauty in Ireland?
Huda Beauty is available at Boots, Arnotts, and Brown Thomas in Ireland, as well as online at hudabeauty.com and ASOS.
How did Huda Kattan start her career?
She started as a makeup artist, began a beauty blog in 2010, and launched Huda Beauty in 2013 after her false eyelash line went viral.
Is Huda Beauty cruelty-free?
Yes, the brand is certified cruelty-free by PETA and does not test on animals.
What is the net worth of Huda Kattan?
Estimates vary, but Forbes Middle East reported that Huda Beauty reached a $1 billion valuation in 2021. Huda Kattan’s personal net worth is estimated at several hundred million dollars.
Does Huda Beauty support Palestine?
Huda Kattan has not made a clear public statement on Palestine. The boycott controversy stems from a video related to Iran protests, not a direct stance on Israel-Palestine.
Are Huda Beauty products halal?
Huda Beauty does not market itself as halal-certified, but many products are made without alcohol or animal-derived ingredients. Check individual product labels.
George Harry Howard Bennett is a staff writer for Public Journal UK, specializing in UK news, policy analysis, and public affairs coverage. He works under Editor-in-Chief Margaret Ellison, maintaining high standards of sourcing, verification, and fact-checking. Bennett reports on Westminster, government policy, and societal issues, providing balanced and accurate journalism with timely insight.