Huda Kattan’s Rise: From Makeup Artist to Beauty Mogul
When Huda Kattan started filming beauty tutorials from her apartment, the idea of building one of the world’s biggest makeup brands wasn’t even on the table. She was a trained makeup artist sharing tips on eyeliner and contouring with a growing online audience. Fast forward a decade, and Huda Beauty is sitting on shelves in over 40 countries, with a loyal community that stretches far beyond social media.
Huda didn’t grow up dreaming of building a beauty empire. After studying finance and working briefly in the corporate world, she moved to Dubai and pivoted to makeup. The tipping point came in 2013, when she launched her first product: false lashes. They were luxe, bold, and filled a real gap in the market. The launch was small, but the response was immediate. Sephora picked them up, and they sold out almost instantly.
What came next was the rise of a brand that felt personal from day one. Huda knew how to connect, without filters, without playing a role. She shared doubts, showed up behind the scenes, and made her audience feel seen. That approach built way more than visibility or loyalty but a real family.
Over the years, Huda Beauty became known for products that shifts everything in the industry, fills gaps and set trends. From the #FauxFilter Foundation to the Legit Lashes Mascara, every launch is paired with tutorials, reviews, and user content that feels organic. The Obsession Eyeshadow Palettes turned into must-haves because of their compact size and bold pigment. And the Easy Bake Powder became a social media favorite, not because it was trendy, but because it delivered.
Behind the scenes, Huda and her team mastered the timing of beauty marketing. They built anticipation, teased real results, and included their community in the process. There was always a sense that the brand was listening.
In recent years, Huda stepped down as CEO to focus more on content, vision, and product creation. She also expanded into new categories: skincare with Wishful, and fragrance with Kayali, co-created by her sister Mona. Instead of growing wider for the sake of it, the brand grew deeper, staying connected to what its audience actually wanted.
But Huda’s influence goes beyond product lines. She often talks about self-confidence, beauty standards, and the pressures of social media. Her posts aren’t always picture-perfect; and that’s part of why they resonate. She’s built a brand, but also a voice that still feels close.
Huda Kattan’s journey is often cited as one of the best examples of influencer entrepreneurship done right. But what makes her story different is the consistency. She stayed close to her values and her audience. She learned out loud, took risks publicly, and built something big without losing the tone that made people stop and listen in the first place.
For new creators looking to carve out their own lane, the takeaway isn’t to copy her playbook. It’s to figure out what people care about; and show up like you care too.