Huda Beauty Owner and Origin: Boycott and Brand Facts

Few beauty brands have sparked as much curiosity and controversy as Huda Beauty — you’ve probably seen the palettes on Instagram or heard whispers about boycotts, and behind it all is a founder with a story as debated as her products. This guide lays out who really owns the company, where it comes from, and why consumers are split over whether to buy it.

Founded: 2013 ·
Founder: Huda Kattan ·
Country of Origin: United States ·
Known For: Eyeshadow palettes, foundations, fragrances ·
Parent Company: Huda Beauty LLC ·
Product Range: Makeup, Skincare, Fragrance

Six key facts define the brand’s identity, from its founding to its current ownership structure.

Who is the real owner of Huda Beauty?

Huda Kattan biography

• Huda Kattan was born October 2, 1983, in Oklahoma City to Iraqi immigrant parents (Forbes profile).
• She is an American makeup artist and blogger of Iraqi descent (South China Morning Post).
• Kattan holds the role of founder and creative director of Huda Beauty LLC (Huda Beauty About Us).

The brand is privately held and family owned, with Huda Kattan and her sister Mona Kattan at the helm (policyline.uk).

How Huda Beauty was founded

• Huda Beauty launched in 2013 as a false eyelash brand (Huda Beauty About Us).
• Huda Kattan’s prior success as a beauty blogger on Instagram built the launch audience (South China Morning Post).
• TSG Consumer Partners held a minority stake from about 2017 until June 2025, when Kattan bought it back (Femfounded).

The implication: after eight years with institutional backing, Huda Beauty returned to 100% founder control in mid-2025, a move that gives Kattan full strategic freedom but also full accountability for brand reputation.

Which country is Huda Beauty from?

Brand headquarters and location

• The company is legally registered in the United States and has its headquarters in Dubai, UAE (South China Morning Post).
• Huda Kattan grew up in the United States before moving to Dubai (Forbes profile).

Is Huda Beauty considered a Middle Eastern brand?

• The brand is often perceived as Middle Eastern due to its Dubai base and regional influence (South China Morning Post).
• Operational decisions and product development occur from Dubai, while corporate registration remains US-based (Huda Beauty About Us).

What this means: Huda Beauty is a US-incorporated, Dubai-operated hybrid — making it subject to multiple regulatory frameworks and cultural expectations simultaneously.

Why is Huda Beauty so famous?

Product innovation and quality

• Huda Beauty gained fame through highly pigmented eyeshadow palettes like the ‘New Nude’ palette (South China Morning Post).
• The brand is known for inclusive shade ranges and a cruelty-free stance (Huda Beauty About Us).

Social media and influencer marketing

• Huda Kattan has more than five million Instagram followers, which she used to amplify the brand’s launch and growth (Iran International).
• Business press in 2020 valued the cosmetics empire at more than US$1 billion (South China Morning Post).

The pattern: social media wasn’t just a marketing channel — it was the original product launch platform, creating a direct-to-consumer intimacy that big-box brands rarely match.

Why is Huda Beauty so popular?

• Its bold, highly pigmented formulas and inclusive shade ranges have built a loyal following among makeup enthusiasts.
• The brand’s strong social media presence and founder’s personal story drive consumer interest and repeat purchases.

Is Huda Beauty on the boycott list?

Why some consumers are boycotting Huda Beauty

• Huda Beauty is listed by some BDS campaign organizers due to Huda Kattan being perceived as pro-Israel (New York Post (breakdown)).
• Boycott calls intensified in October 2023 after comments interpreted as rejecting customers in Israel (New York Post).
• A Change.org petition that month collected more than 5,000 signatures calling on Sephora to remove Huda Beauty products (New York Post).

Huda Beauty’s stance on the Israeli-Palestinian conflict

• In January 2026, Huda Beauty faced renewed boycott calls after Kattan reposted content critics said echoed the Iranian state narrative (Newsweek).
• A 2025 report said Sephora removed Huda Beauty after the founder reportedly blamed Israel for World Wars and 9/11 (Jewish News Syndicate).
• Not all boycott lists include Huda Beauty; inclusion depends on the specific organization or campaign (policyline.uk).

The catch: the boycott criticism centers on the founder’s personal statements rather than an official company policy or regulatory action — making it a founder-brand risk that’s hard to separate from the product itself.

Why is everybody boycotting Huda Beauty?

Widespread boycott calls stem from Huda Kattan’s perceived pro-Israel stance and subsequent statements on Iran and Israel, which have led consumer activists to target the brand.

Is Huda Beauty being boycotted?

Yes, the brand is subject to active boycott efforts from some pro-Palestinian groups, though the financial impact remains undisclosed because Huda Beauty is privately held.

Which beauty brands support Israel?

Brands with operations in Israel

• Major global beauty brands like L’Oreal, Estee Lauder, and Revlon have operations or investments in Israel (Jewish News Syndicate).

Brands perceived as pro-Israel

• Brands like MAC Cosmetics, Bobbi Brown, and Clinique (owned by Estee Lauder) are often cited as pro-Israel (policyline.uk).
• Sephora, a major retailer, carries many of these brands but has not taken a public political stance (Jewish News Syndicate).

The trade-off: consumers who want to avoid brands with Israeli ties face a long list, while those who boycott Huda Beauty may still find pro-Israel brands on the same Sephora shelf — making boycotts selective rather than systematic.

Is Sephora pro-Israel or Palestine?

Sephora has not issued an official political position; it stocks both boycotted and non-boycotted brands, leaving the choice to individual shoppers.

For more on celebrity beauty brand founders, see Selena Gomez 2026: Verified Facts, Health, and Marriage, or for another controversial public figure, Candace Owens: Verified Information, Controversies, Key Facts.

What is Kayali by Huda Beauty?

Kayali fragrance line overview

• Kayali is a fragrance sub-brand of Huda Beauty, founded by Huda Kattan and her sister Mona Kattan (Huda Beauty About Us).

Kayali product range

• Kayali offers eau de parfums known for gourmand and sweet scents (South China Morning Post).
• It operates as a separate brand under the Huda Beauty umbrella (policyline.uk).

The pattern: Kayali extends the brand’s reach into fragrance while keeping the Kattan family name as the anchor, diversifying revenue beyond makeup.

For the American or European consumer considering a $68 eyeshadow palette, the choice is now clear: separate the product from the founder’s politics, or hold both accountable — because Huda Kattan owns 100% of the company and every statement that comes with it.

Frequently asked questions

For shoppers in the United States and Europe, the decision at the Sephora counter is no longer just about pigmentation — it’s about whether a founder’s personal convictions outweigh product quality. The brand is fully founder-owned, and every boycott cycle ties directly back to one woman’s voice.