You don’t have to be a hardcore beauty enthusiast to appreciate and obsess over Huda Beauty’s exceptional products. Makeup mogul Huda Kattan, the visionary force behind Huda Beauty, was inspired by her sister’s artistry and embarked on a journey to build a global beauty empire. Huda’s story is one of passion, perseverance, and innovation. With a keen eye for identifying gaps in the market and an unwavering commitment to creating products that resonate with her community, Huda has not only redefined beauty standards but also established an inclusive space where everyone feels empowered to express their unique beauty.
In conversation with Huda Kattan:
I had the privilege of delving into Huda’s creative process as she launched her brand-new product, the FAUX FILLER Extra Shine Lip Gloss. Exploring the driving principles behind her brand’s success and gaining insight into her aspirations for the future of Huda Beauty, the makeup wizard shares her story and her vision for the brand.
What inspired you to start your beauty empire, Huda Beauty?
My love for makeup started when I was young, watching my sister Alya do her makeup. After feeling unfulfilled in my job as a recruiter in Dubai, I decided to follow my passion and became a makeup artist in Los Angeles. I noticed early on that there wasn’t a space online for makeup lovers, leading to our blog in 2010 and later the Huda Beauty Instagram page. This presence helped me launch my own brand in 2013, starting with false lashes exclusively at Sephora in The Dubai Mall. This was a big moment for me, now, eleven years later, we have a full range of products and are planning a rebrand, so I’m excited – there’s so much more to come!
How do you stay innovative in such a rapidly evolving industry?
We identify what’s missing in the market and create products that we would use ourselves—I have to love something to launch it. I think listening to our community is super important for our success. We’re always listening to their needs and preferences because, at the end of the day, they’re the ones we’re creating for. When they speak, we listen!
Do you think the new generation is moving towards lip glosses and thus the boom in product compared to the classics?
I think a good lip gloss is a classic! Glossy lips have always been a go-to, and I think everyone needs a good gloss! We didn’t want to create a regular gloss, we really wanted to make our FAUX FILLER Extra Shine Gloss super comfortable and moisturizing while being distractingly shiny. We also wanted to create a range of shades so that everyone could have choice! We called it FAUX FILLER because we wanted to revolutionize the way we approach fuller and poutier lips and this gloss really gives a lip filler effect without any treatment or tingling! It’s been amazing to work on this product, and I’m super happy with the response!
What is the biggest USP of the FAUX FILLER lip gloss that makes it stand out?
Honestly, I think the shine of this gloss is out of this world. It really is distractingly glossy. Other than that, is how nourishing it is! We didn’t just stop at shine; we packed it with all sorts of lip-loving ingredients like Vitamin E and infused it with Vegan Collagen for fuller-looking juicy lips. It’s super hydrating, thanks to these amazing ingredients, making it so comfortable to wear.
Can you share some insights into your creative process when developing new products?
Absolutely! Our creative process is a team effort, starting with extensive planning sessions that start way before the product launch with our amazing Product Development teams. We gather as a team to brainstorm ideas and discuss what our community needs and wants, as well as where we envision the brand heading in the future. Once we’ve settled on a product concept, we dive into the testing and development phases. This involves multiple rounds of experimentation until we’ve perfected the formula and shades! It really is a collaborative journey.
What advice would you give to aspiring entrepreneurs looking to break into the beauty industry?
Trust yourself! You will always be the most passionate person about your own business.
What role does social media play in your brand’s success, and how do you use it effectively to stay on top of the new trends?
I firmly believe in creating products that resonate with my own makeup preferences and needs, and I’ve noticed that our community shares this mindset. Our community is truly amazing, and we prioritize connecting with them and gaining their feedback on our new releases and any gaps they notice in their makeup collections. They are the heart of Huda Beauty, and we consider ourselves incredibly fortunate to have their ongoing support and engagement.
How do you ensure diversity and inclusivity in your brand’s product offerings?
I genuinely believe that being a brand born from social media helps a lot. My sisters played a pivotal role in building our presence on Instagram, which laid the strong foundation for our brand. Back then, we noticed a lack of beauty accounts that truly celebrated all forms of beauty, and that’s where we stepped in to fill that void. Our account is more than just a promotional tool for Huda Beauty; it’s a safe space where we appreciate other brands, cultures, values, and backgrounds. Embracing diversity and authenticity is at the core of our brand, so we’ve created an empowering, inclusive space where everyone is free to be true to themselves and discover their meaning of beauty.
What are some of the most memorable moments in your career journey so far?
There have been so many great moments in the last eleven years! A stand-out moment was, of course, the launch of Huda Beauty as a brand in Sephora in The Dubai Mall. Seeing the overwhelming support from so many people was heartwarming, and the launch was a defining milestone for us as it was the beginning of something we thought we could only dream of.
How do you balance your personal life with the demands of running a global beauty brand?
It takes a lot of work. I allocate time for my personal life and family and try to keep the same working hours as my team. My weekends are also sacred to me, so I can disconnect to enjoy family time. It does help a lot to work with your family. My husband and sister Alya work with me at Huda Beauty, and my sister Mona works in the same building on KAYALI, which makes it easy for us to see each other and catch up!
What are your goals and aspirations for Huda Beauty in the coming years?
I’m so excited about the future of Huda Beauty! We’re completely rebranding in 2024, which is a super exciting step for us! I’ve finally announced my return as CEO of Huda Beauty, and now we’re seeing the result of months of hard work and what I’ve been implementing since being back in the driving seat, starting with the launch of our FAUX FILLER Extra Shine Lip Gloss. There are so many exciting things coming! In the end, our goal is to create a community of beauty lovers where everyone feels represented, beautiful, and empowered.
