Huda Beauty – From Dreams to Reality, from Dubai to the Whole World

Huda Beauty is a cosmetics line launched in 2013 by Iraqi-American businesswoman and makeup artist, Huda Kattan. The founder, Kattan, was chosen as one of “The 25 Most Influential People on the Internet” by Time in 2017, listed as one of The Richest Self-Made Women and one of the Top Three Beauty Influencers by Forbes. In the span of 5 years, the brand has built a positive reputation on some of its products, such as fake eyelashes series, a collection of foundation, eyeshadow and some face palettes. Welcome to Artist Spotlight #11 series on my blog.

In April 2010, Huda Kattan started the beauty-related blog, Huda Beauty, and a YouTube channel. She later found success on other platforms. Kattan launched a cosmetic line named after her channel in 2013. It has since become one of the world’s fastest-growing beauty brands.

As of 2020, Huda Beauty has more than 4 million subscribers on YouTube and is the number one account on the Instagram Beauty section in the world, with over 40 million followers. The contents of Kattan’s channels are beauty tutorial-oriented: Kattan shares makeup techniques, skincare routines and personal preferred beauty products from multiple brands. On Sephora.com there are currently 55 products listed for her brand.

The first Huda Beauty product was a collection of false eyelashes released through Sephora, in Dubai in 2011 and the United States in 2015. The Kardashian sisters were reported to use Huda Beauty lashes, providing an early publicity boost to the label. As of 2018, Huda Beauty has an estimated net value of US$550 million and the company as a business is valued at over a billion dollars, according to Forbes.

In December 2017, the company received a minority investment from TSG Consumer Partners, a private equity firm which had previously invested in beauty brands such as Smashbox and It Cosmetics (both of which were purchased by major beauty conglomerates — Estée Lauder and L’Oréal).

Huda Beauty offers more than 140 products online & in-store. The beauty brand has launched an entire range of products, which include lipstick collections, face palettes like highlighter and contour, false lashes, and a collaborative product with Tweezerman. Its Samantha Lashes #7, since launch, has been ranked as one of best selling and highly reviewed lash products.

In 2018, all launched products that together bring in at least $200 million in annual revenue. Time described this “an internet based beauty brand age”, as internet-to-business beauty products have taken over a large percentage from the traditional beauty market. They own a significantly growing share of the whole market.

The price of Huda Beauty’s products has been widely seen as reasonable compared to similar products that share similar markets. Though, among blog-to-brand beauty brands, that are created by YouTubers or Instagram bloggers, the price of Huda Beauty’s products are relatively high. Bloggers mostly launch beauty products for which they set a price a bit lower than the ordinary market price, as their brand names and quality usually have not been tested through time.

However, Huda Beauty’s foundation sells at 65 Australian dollars in Australian Sephora stores, while Fenty beauty by Rihanna offers a similar market-targeted foundation at 50 dollars. Also, the first-line beauty company, Estee Lauder, sells its well-reviewed foundation “Double Wear” under 60 dollars at department stores, like Westfield and David Jones in Australia.

However, Huda Beauty’s most well known product: fake lashes “#7 Samantha” still achieve success in sales, although its price is 35 dollars in Australia. While SHU UEMURA, currently the first name in eye-related beauty section, offers fake lashes around 25 Australian dollars in department stores.

In 2017, Huda Beauty announced that it would soon be debuting a foundation collection with a more diverse range of shades. Just after this, the collection been criticized 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. Others, however, applauded Huda Beauty for being one of the first brands to release an inclusive range of shades in Sephora stores globally.

Huda Beauty is among the best-selling cosmetics brands in Sephora in the Middle East and Harrods in London. According to The Business of Fashion, Kattan’s background as an Iraqi immigrant in America distinguishes her from other beauty influencers. She studied finance in the United States, and pursued a career as a makeup artist in Dubai.

12 Best Drugstore Eyeshadows That Start At Just $5

Of all the products in your makeup bag, the one that allows you to show the most creativity is your eyeshadow. The colored powders in those little pans highlight the most expressive part of your face. The looks you dream up can be anything from subtle to glam, and eyeshadows come in every color to match any mood or outfit. However, palettes can get pretty pricey. That’s where drugstores come in. 

Affordable brands like Maybelline, L’Oréal Paris, NYX, and more make shadows that stack up to the quality of high-end brands—and sometimes even out-perform them. Although drugstore eyeshadows used to be entry-level products beauty lovers first experimented with in middle school, they’re now staples in the makeup kits of professional artists and beauty influencers alike.

  • Maybelline Total Temptation Eyeshadow + Highlight Palette

    Patrick Ta, go-to makeup artist of Gigi Hadid, Adriana Lima, and Shay Mitchell, thinks that this palette is “the perfect drugstore eyeshadow option.” He loves the blendability of the shades and says you can create both natural and smokey eye looks with it. Plus, the metallic shades double as face highlighters so you can glow all over.
  • ColourPop Give It To Me Straight Palette

    For a bronze smokey eye, Henney says that there is no palette better than this one. She loves that the metallic tones work to give the center of the eye a pop. She also regularly brings it when she is doing makeup for swimwear campaigns because it creates when she calls a “beach babe eye.”
  • Wet n Wild Color Icon Eyeshadow 10-Pan Palette

    You can’t really go wrong with a $5 eyeshadow palette, especially when the quality is as good as this one is. It comes in four different shade ranges so you can select the one that best fits your mood, or collect them all—for less than the price of one high-end palette. Makeup artist and YouTuber @RawBeautyKristi says that these palettes are a go-to of hers when she needs something both affordable and quality, and emphasizes that Wet N Wild is an “underrated drugstore brand.”
  • Karity Nudes and Rudes

    Bartlett also reaches for this palette when she needs to create a neutral look. She loves that each of the shadows are highly pigmented and blendable, and it comes with 21 total hues in the palette. It’s versatile enough to create both natural and dramatic looks.
  • Maybelline The Burgundy Bar Eyeshadow Palette Makeup

    Celebrity makeup artist and #DewyDumpling Instagram phenomenon Nam Vo, who works with everyone from Rosie Huntington-Whiteley to Kylie Jenner, uses this palette to create what she describes a “warm dumpling eye,” because the entire set is subtly metallic and warm-toned.
  • NYX Professional Makeup Prismatic Eyeshadow

    Vo is also partial to this metallic baby pink shadow single. She gently taps it into the center of the lid to give a glossy shock of glitter to any eye look, especially when she wants to give off a sweet, “innocent” vibe.
  • E.l.f. Mad for Matte Eyeshadow Palette

    Beauty YouTuber and founder of Dominique Cosmetics, Christen Dominique, loves how the shadows in this palette are buildable in coverage and are universally flattering on a variety of skin tones. It also comes in sleek black packaging that will look great both in a makeup flatlay and sitting on your vanity countertop.
  • Milani Bold Obsessions Eyeshadow Palette

    Beauty influencer Foinika Kay—also known as @ExteriorGlam—says this palette is one of the best ones that she owns. Though it falls on the pricier side of drugstore palettes, she loves how pigmented it is, and that the shades are so different that you can create a plethora of fun looks.
  • BH Cosmetics Opalescent 24 Color Shadow Palette

    Kay also really loves this BH palette for its long-lasting power. It has a ton of neutral shades ranging from golds to pinks, and it even has a few purples thrown in, so you can go for a more neutral, soft-glam look.
  • NYX Swear By It Shadow Palette

    Beauty influencer and musician Bri Hall swears by this palette, pun intended. The color diversity, as well as the mix of textures and finishes, makes it an easy go-to for the makeup lover on-the-go. She loves that it has a combination of warm and cool tones, and regularly reaches for this palette whenever she’s in a pinch.

ELLE article

My Weekend Is All Booked!

What a pun, I know… But, MAC brought it on themselves when they introduced the Art Library eyeshadow palette collection last year.

The collection consists of three palettes:

I find these shadows to be the standard and beloved MAC quality: they are not too pigmented, making it easy to build up the colour and have minimal fallout. I also think they work best with MAC’s eyeshadow primers, whichever you choose depends on your personal skin type. Across the three palettes I know I can create almost any look possible! They’ve done a great job at incorporating proper mattes and shimmers.

This is a video by a channel I really enjoy watching and trust the reviews of. Mel Thompson did a wonderful job with this review!

Do you have any palette from this collection? What are your thoughts? Let me know in the comments!