Huda Beauty

October 2013 marked the moment Huda Kattan turned a blog post about her frustration with false eyelashes into a global cosmetics empire. The Iraqi-American makeup artist launched the brand after struggling to find high-quality products that complemented her skin tone, specifically targeting the gap in pigmented eyeshadows and long-lasting lashes for Middle Eastern heritage. What started as a small e-commerce site selling individual lash sets quickly evolved into a multinational enterprise with offices in Dubai, Los Angeles, and London.

The company's growth strategy relies heavily on Kattan's personal influence rather than traditional advertising campaigns. With over 50 million followers across Instagram and YouTube, she drives product development directly from community feedback. Her sisters, Mona and Alya Kattan, manage operations and business strategy, creating a family-run dynamic that keeps the brand agile. This approach allowed them to compete with industry giants like Fenty Beauty and MAC Cosmetics by focusing on bold formulas and inclusive shade ranges.

In late August 2026, the brand announced a major collaboration with rapper Cardi B to launch the Ultra Snatched collection. This partnership expanded the popular Easy Bake franchise and featured a unique promotional concept where Kattan and Cardi B swapped lives for a video campaign. The collection emphasizes sculpting and setting powder technology, continuing the brand's tradition of merging pop culture relevance with high-fashion aesthetics. [edit]