Huda Beauty
By Huda Kattan
The Story
Huda Beauty was founded by Iraqi-American beauty blogger Huda Kattan, who started by creating false eyelashes and sharing beauty tutorials. From a small apartment in Dubai, the brand grew into a global powerhouse valued at over $1 billion. Known for highly pigmented, bold formulas and innovative textures, Huda Beauty has redefined what it means to be a beauty influencer brand. The Rose Gold Remastered Palette remains one of the best-selling eyeshadow palettes of all time.
Available At
BeautyShield Protection
Every Huda Beauty product is eligible for instant replacement protection
Founder Story
Huda Kattan started as a beauty blogger in Dubai in 2010, sharing makeup tutorials that quickly amassed millions of followers. Born in Oklahoma to Iraqi immigrant parents, she moved to Dubai and worked in finance before following her passion for beauty. She launched Huda Beauty in 2013 with a set of false eyelashes, investing her life savings of $6,000. Kim Kardashian wore her lashes on Instagram, and overnight demand exploded. By 2017, Huda Beauty was valued at over $1 billion, making Huda one of the wealthiest self-made women in beauty. She remains CEO and creative director, personally developing every product.
Behind the Scenes
Huda Beauty operates from Dubai with a global team of over 300 people. Product development is led by Huda herself, who tests every formula extensively before approval. The brand is known for its high-pigment, long-wearing formulas designed to perform in extreme heat and humidity, a direct result of being developed in the Middle East. Huda frequently crowdsources product ideas from her 50 million social media followers, creating a uniquely community-driven development process. The brand expanded into skincare with Wishful in 2020 and fragrance with Kayali.
Key Milestones
Launches with false eyelashes, Kim Kardashian creates viral moment
Textured Shadows palette sells out globally in hours
Brand valued at over $1 billion
Mercury Retrograde palette becomes best-selling launch
Launches Wishful skincare line
Expands to over 40 countries with 2,000+ retail doors
Starter Kits
Curated bundles with bundled protection savings
Huda Icons
The products that built the brand. Includes Rose Gold Remastered Palette, Life Liner, and Liquid Matte Lipstick.
Huda Face Essentials
The complete Huda base. Includes GloWish Foundation, Easy Bake Powder, and Tantour Contour.
Product Catalogue
Rose Gold Remastered Palette
Iconic 18-shade eyeshadow palette with mattes, shimmers, and glitters.
#FauxFilter Foundation
Full coverage luminous foundation with a photo-filter finish.
Liquid Matte Lipstick
Transfer-proof liquid matte lipstick in 30+ shades.
Power Bullet Matte Lipstick
Creamy matte bullet lipstick with intense colour payoff.
Easy Bake Setting Powder
Blurring loose baking and setting powder for a flawless finish.
Legit Lashes Mascara
Dual-ended volumizing and lengthening mascara.
GloWish Skin Tint
Light coverage skin tint with a luminous dewy finish.
#BombBrows Fiber Gel
Volumizing fiber brow gel for full, fluffy brows.
Wishful Yo Glow Enzyme Scrub
AHA/BHA enzyme face scrub for glowing skin.
Wishful Honey Balm Moisturizer
Nourishing jelly moisturizer with honey and peptides.