Huda Beauty

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] Kayali means "my imagination" in Arabic, and the intended goal of the fragrance line was to create scents that "tell a story" and feel personalized, with a wide variety of scents for customers to choose from.[14]

As of September 2024, all Huda Beauty products brought in an annual revenue of $75 million, with the brand's popularity only growing through new releases.[15]

Skincare

In 2020, Huda Beauty launched a skincare arm called Wishful with one product, the Yo Glow Enzyme Scrub.[16] This was followed by two sheet face masks[17] and the Clean Genie Cleansing Butter in the same year.[18]

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

In 2015, a YouTuber from the UK, Em Ford, posted a video named "You Look Disgusting". The video discussed negative comments she had received about her appearance, and, as of October 2018, the number of views had exceeded 28 million.[24] There was a post from Huda that has been blamed for shaming other peer YouTubers' acne scars. Kattan had posted a comment stating that the only thing worse than a breakout is an acne scar. Huda had used Ford's positive post to show "how ugly" the acne scars could be. After seeing Huda's post, Em Ford made a new post questioning if Huda, as a popular brand, wants to be one of the bullying problems or one of the solutions.[25] This ended with Kattan's replies to the posts and an apology online.

Prohibited ingredients

In 2022, Huda Beauty was accused of using disapproved substances around the eye by the US Food and Drug Administration. A US lawsuit filed by consumers claimed that the Neon Obsessions palette by Huda Beauty concealed the prohibited ingredients by hiding warning labels such as "not intended for the eye area". A California federal judge approved a $1.93 million settlement to resolve the claims and $1.2 million in legal fees for the plaintiffs.[26][27]

Controversy regarding 2026 Iranian protests

In January 2026, amid the 2025–2026 Iranian protests and the 2026 Iran massacres, Huda Kattan faced significant public backlash after sharing a post on Instagram that critics characterized as supportive of the Islamic Republic’s state narrative, showing pro-Islamic Republic protesters burning images of the Iranian opposition.[28][29][30] The post occurred during a period of intense civil unrest and a subsequent violent crackdown by the Islamic Revolutionary Guard Corps (IRGC) and affiliated Iraqi and foreign Islamist militias.[31][32] Commentators and social media users highlighted the brand's popularity among Iranian women, pointing to a perceived disconnect between the company's regional consumer base and Kattan’s social media activity. The incident led to calls for a boycott of Huda Beauty products in several markets.[33][34]