Huda Kattan: The Entrepreneur Who Turned Huda Beauty into a Global Phenomenon

In 2013, frustrated by the lack of high-quality false eyelashes on the market, Kattan decided to create her own. With just $6,000, she and her sisters, Mona and Alya, launched Huda Beauty’s first product: a line of false lashes.

It didn’t take long for the product to go viral. Kim Kardashian, one of the biggest beauty influencers of the time, wore them, catapulting Huda Beauty into the spotlight. Soon after, Sephora Dubai picked up the lashes, and within a week, 7,000 units sold out. Just two years later, the brand had already made $10 million in revenue.

But Huda’s success wasn’t just about the product, it was about how she marketed it. Unlike traditional beauty brands that relied on big-budget advertising, Kattan built Huda Beauty’s empire through social media. Her transparency, relatability, and makeup expertise resonated with millions, making her one of the most followed beauty influencers in the world. She didn’t just sell makeup; she created a community.

Huda Beauty wasn’t just a trend; it was a movement. By 2017, private equity firm TSG Consumer Partners acquired a minority stake in the company, valuing it at $1.2 billion. The brand continued to expand its product range, from cult-favorite eyeshadow palettes to lip glosses, all with a focus on inclusivity and quality.

Kattan’s direct approach to engaging with her customers set Huda Beauty apart. She actively listened to her followers, incorporated their feedback into new products, and kept her brand rooted in authenticity. This approach paid off: by 2023, Huda Beauty was generating $200 million in annual sales and had become a household name worldwide.

Never one to settle, Kattan expanded her beauty empire beyond makeup. In November 2018, Huda Beauty launched its fragrance arm, Kayali, co-founded by Huda’s sister, Mona Kattan. The name, which means "my imagination" in Arabic, reflected the brand’s vision: to create fragrances that told a story. Kayali became known for its rich, layered scents and Middle Eastern-inspired notes, quickly gaining global recognition.

In 2025, Huda Beauty sold Kayali to its co-founder Mona and private equity firm General Atlantic. The sale allowed Huda Beauty to regain full control of the stakes previously owned by TSG Consumer Partners. The move signified a new era for both brands: Kayali as a standalone fragrance powerhouse and Huda Beauty fully under its founders' leadership.

Headquartered in Dubai, Huda Beauty continues to push boundaries. After stepping down as CEO in 2020, Kattan returned to the role in February 2024, bringing fresh energy to the brand. In July of the same year, she unveiled a complete rebranding of Huda Beauty’s logo, marking the next chapter in the company’s evolution.

In January 2025, Huda Beauty launched the much-anticipated Ube Obsession collection, expanding its product range even further. With over 100 products now available, the brand remains a dominant force in the beauty industry.

Kattan’s influence extends beyond business – she was featured on the BBC's 100 Women list in 2023 and recognized by Forbes as one of America’s Richest Self-Made Women with an estimated net worth of $550 million. In 2025, she ranked #11 on Forbes Middle East’s 100 Most Powerful Women list.

This March, forward2me is celebrating Women’s History Month with 25% off shipping from select women-owned brands. Shop from the official Huda Beauty online stores and ship through our warehouses to enjoy this exclusive discount. Use code "IWD25HB" when creating your shipment to save on shipping. Find out more about our initiative and see the other brands featured here.

Huda Beauty products are widely available for purchase from a variety of trusted retailers. In the US, you can find them on Amazon, Sephora, Kohl's, and ASOS. For those in the UK, Huda Beauty is also available at Harrods, Boots, Cult Beauty, and Selfridges, making it easy to shop for your favorite beauty essentials from multiple convenient sources.