Huda Kattan: “We’re getting rid of about 50 per cent of our products”
In an interview with Bazaar Arabia, the beauty mogul reveals her boldest move to date…
In an exclusive reveal to Harper’s Bazaar Arabia, Huda Kattan has announced a dramatic shift for her iconic beauty brand, Huda Beauty. With a renewed sense of purpose, both for herself and for her brand, Huda disclosed that she is set to cull half of her product line. “We’re getting rid of about 50 per cent of our products. I just don’t want them anymore, I don’t want to be overstimulated,” she stated, her voice resolute yet reflective.
Huda’s decision isn’t just a bold business move; it’s a personal evolution. The beauty mogul, known for her fierce entrepreneurial spirit and candid social media presence, is now embracing a philosophy of less is more. “I think the brands that are overwhelming consumers with too much product are going to lose their consumers, and there’s so much damage that happens to the environment,” she added. It’s clear that this pivot is as much about sustainability as it is about streamlining her business.
Huda’s journey from a bullied teenager in Oklahoma to a beauty powerhouse is the stuff of modern fairytales. Her brand, which started with a $6,000 loan and a single product line, now rakes in around $200 million annually. Despite this staggering success, Huda isn’t resting on her laurels. In 2021, she took back the reins as co-CEO of Huda Beauty, infusing it with her signature authenticity and passion. “There was a point in 2020 when I thought, ‘I don’t know if I want to be here.’ But if I don’t want to be the head of my company, how can I expect my team to want to be here? I needed to lead,” she reflected.
This leadership now translates into a commitment to sustainability and a more focused product line. Huda’s decision to reduce her offering is a response to the oversaturation of the beauty market and its environmental impact. “We have some measures, but I want to do more with sustainability going forward,” she asserted.
As Huda Beauty embarks on this next chapter, Huda’s fans and the beauty industry alike will undoubtedly watch closely. Her fearless approach to business, coupled with a deep sense of responsibility towards sustainability and personal growth, sets her apart in an industry often criticised for its excesses.
In Huda’s own words, “The thing I’m most proud of is my personal development. Not necessarily anything specific, more so the journey itself, and that hasn’t been easy on me at all.” As she navigates this next phase, reducing her product line by 50%, it’s clear that Huda is leading by example, showing that true beauty lies in growth, authenticity, and the courage to evolve.
Lead image credits: Tiffany Hardwear Link Earrings in Yellow Gold with Diamonds; Tiffany Hardwear Bold Graduated Link Necklace in Yellow Gold; Right hand: Tiffany T1 Narrow Ring in Rose Gold with Diamonds; Left hand: Tiffany Knot Double Row Ring in White Gold with Diamonds, POA, all Tiffany & Co. Jacket, Dhs30,700; Glasses, Dhs1,030, both Tom Ford
Photography By Desiree Mattsson. Styling By Nour Bou Ezz. Editor-in-Chief: Olivia Phillips. Art Director: Paul Solomons. Senior Producer: Steff Hawker. Make-Up: Shirin Nabati. Hair: Dom Seeley. Styling Assistant: Purna Bansal. Post Production: Ruben Kristiansen. Photographer’s Producer: Luke Miley for LMC Worldwide. Special thanks to HU Management, and Bickiboss Studio
From Harper’s Bazaar Arabia’s July/August 2024 Cover