What Huda Beauty does

Huda Beauty is a Dubai-based, founder-controlled color cosmetics and skincare company founded in 2013 by American makeup artist Huda Kattan. The company sells makeup across face (Easy Bake Pressed and Loose Powders, Easy Blur Foundation, Easy Blur Primer, #FauxFilter concealer and color corrector), eyes (palettes, mascara, kohl, false lashes), lips (Liquid Matte, Power Bullet, Faux Filler gloss and oil, Lip Contour Stain), cheeks (Blush Filter palette and liquid blush), accessories (brushes, sponges, fragrance holder), and operates a skincare sub-brand called Wishful. In May 2026 it expanded into fragrance with Easy Bake Intense Eau de Parfum, developed with master perfumer Hamid Merati-Kashani. Core proprietary technologies include a baking-powder formulation with 12-18 hour wear and shine control, a niacinamide- and vitamin C-infused color-correcting complex, and an airbrushing/blurring foundation system; these are validated by independent claims (e.g., 98% non-caking) and shelf-ready across inclusive shade ranges.

The business operates primarily through direct-to-consumer e-commerce at hudabeauty.com, shipping globally to 60+ countries, supplemented by Sephora retail distribution, third-party retailers including Amazon, and selective regional pop-ups (e.g., India). Pricing is unit-based and stratified: fragrance at premium positioning ($79 for 50ml), face products at $29-$47, color cosmetics at $12-$69, with kits and bundles (e.g., $89-$135) used to drive AOV. The GTM motion is community- and influencer-led, anchored by Huda Kattan's 50M+ Instagram following, a TikTok viral content engine (notably the Easy Bake Pressed Powder PopSocket campaign), a YouTube tutorial channel, the Huda's VIPs loyalty program, an ambassador program, and large-scale experiential launch events such as the Easy Bake Intense launch at London's Outernet venue. The company serves beauty enthusiasts seeking high-performance, camera-ready, inclusive-shade cosmetics, with secondary segments in skincare-makeup crossover consumers and full-routine builders.

The company is privately held and returned to full founder ownership in June 2024 when Huda Kattan bought back the minority stake previously held by TSG Consumer Partners since approximately 2016. In February 2025 Huda Beauty divested its stake in co-owned fragrance brand KAYALI to General Atlantic and Mona Kattan, allowing KAYALI to operate independently. As of latest available data the company has no institutional financial backing, no public listing, and no disclosed revenue figure, though it is reported as a unicorn (>$1B valuation) with 1,001-5,000 employees. Headquartered in Dubai, UAE, the brand is exposed to ongoing reputational risk from a 2025 social-media controversy and related boycott activity tied to founder commentary on Iran.

Name

Huda Beauty

Legal name

Huda Beauty

Website

https://hudabeauty.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Huda Beauty is a Dubai-based, founder-controlled color cosmetics, skincare, and fragrance brand founded by Huda Kattan in 2013, selling globally via DTC e-commerce and Sephora to consumers seeking high-performance, inclusive-shade makeup.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Color cosmetics
• Beauty makeup
• Skincare products
• Fragrance eau de parfum
• Beauty ecommerce

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue stream through owned e-commerce platform (hudabeauty.com) selling makeup, skincare, and fragrance products directly to consumers globally
2. Retail Distribution: Wholesale/revenue share arrangements with Sephora and other retail partners for in-store and online distribution
3. KAYALI Fragrance (Divested 2025): Previously owned fragrance brand KAYALI, which was sold to General Atlantic and co-founder Mona Kattan in February 2025

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Huda Beauty designs, formulates, and sells color cosmetics (face powders, foundations, primers, concealers, color correctors, eyeshadows, mascaras, lipsticks, glosses, blushes), fragrances (Easy Bake Intense Eau de Parfum), and skincare (Wishful sub-brand) directly to consumers worldwide through its own e-commerce site and retail partners such as Sephora. The brand is known for high-pigment, long-wear, inclusive shade-range formulations developed around proprietary baking, blurring, and color-correcting technologies.

Product overview

Huda Beauty is a Dubai-based cosmetics brand founded in 2013 by makeup artist and influencer Huda Kattan. The product portfolio spans makeup across face, eyes, lips, and cheeks categories, with a newly launched fragrance line (Easy Bake Intense), and a skincare sub-brand called Wishful. Core face products include the Easy Bake Pressed and Loose Powders (known for baking techniques), Easy Blur Foundation and Primer, and the #FauxFilter concealer and color corrector line. The brand is known for its inclusive shade ranges, high-pigment formulas, and social media-driven marketing. In 2026, the company expanded into fragrances with its first perfume, Easy Bake Intense Eau de Parfum, developed with master perfumer Hamid Merati-Kashani. The brand operates primarily DTC through its website and through Sephora retail partners.

Differentiator

Problem solved

Functional benefit

Brands

• Wishful: Skincare line by Huda Beauty featuring cleansers, serums, oils, and moisturizers such as Get Clean 2% PHA Cleanser, Get Even Rose Oil, Thirst Trap Juice HA3 Peptide Serum, and Eye Lift & Contour Serum.

Products and services

• Easy Bake Pressed Powder Super fine pressed powder with 12-hour shine control for a non-caking airbrush matte finish. Non-comedogenic, talc and fragrance-free formula. Available in 8 inclusive shades.
• Easy Bake Loose Baking & Setting Powder Cult-favorite loose baking powder that blurs, sets and locks in makeup for an all-day flawless finish. Non-comedogenic formula available in 10 shades including color-correcting options.
• Easy Bake Intense Eau de Parfum Huda Beauty's debut fragrance, a warm gourmand scent with notes of wild cherry, white florals, cinnamon, caramel milk, and vanilla bourbon. Available in 50ml ($79) and 10ml travel spray ($30).
• Easy Blur Natural Airbrush Foundation with Niacinamide Ultra-blurring foundation with niacinamide for an airbrushed complexion. Long-lasting, full-coverage formula with a luminous-matte skin-like finish.
• #FauxFilter Luminous Matte Concealer Award-winning brightening, creamy, blendable concealer with a skin-like finish. Available in 30+ shades.
• #FAUXFILTER Under Eye Color Corrector Color corrector that effortlessly corrects, evens and brightens under-eye area with a crease, sweat, and transfer-proof formula. Infused with niacinamide and Vitamin C to soften pigmentation. Available in 9 shades including Pink Pomelo, Peach, Mango, Papaya, Blood Orange, Cherry Blossom, and Lychee.
• Icy Nude Eyeshadow Palette Versatile eyeshadow palette in the Icy Nude collection. Price: $69.
• 1 Coat WOW! Extra Volumizing and Lifting Mascara Volumizing and lifting mascara that gives lashes dramatic volume with just one coat. Full size: $23, Mini: $13.
• Power Bullet Matte Lipstick Bold, matte lipstick with just one swipe. Highly pigmented formula with a long-lasting matte finish. Price: $27.
• Liquid Matte Ultra-Comfort Transfer-Proof Lipstick Velvety matte liquid lipstick with a nourishing formula for supple lips. Long-wearing and comfortable finish.
• Blush Filter Blurring Blushlighters Palette Dreamy blush palette featuring ultra-pigmented matte shades and a radiant blushlighter for buildable, soft-focus, filtered colour. Available in Strawberry Latte shade.
• Blush Filter Liquid Blush Ultra-pigmented, blendable blush with a soft-focus, 'airblushed' finish. New Strawberry Latte shade.
• Easy Blur Silicone-Free Smoothing & Pore-Minimizing Primer Ultra-blurring, silicone-free primer with instant oil-control and a soft-focus finish.
• Wishful (Skincare Line) Huda Beauty's skincare sub-brand featuring products including Get Clean 2% PHA & Sea Moss Gentle Foaming Cleanser, Get Even Rose Oil, Thirst Trap Juice HA3 Peptide Serum, and Eye Lift & Contour 1% Bakuchiol & Peptide Serum.
• Summer's Hottest Look Kit Collection bundle featuring Summer's Hottest Look products. Regular price $101, on sale for $89.

Quantifiable outcome

• Easy Bake setting powder generated $200.5 million EMV in 2025, outpacing all new beauty launches
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• MOBO AwardsminorGTM or Marketing Partner · 24 February 2026Huda Beauty served as a sponsor for the MOBO Awards, aligning with themes of empowerment and representation. The partnership included supporting the 'MOBO Salutes: Grime 25' performance marking the genre's 25th anniversary.
• Miss Universe Palestine (Nadeen Ayoub)minorGTM or Marketing Partner · 21 October 2025Huda Beauty announced official partnership with Nadeen Ayoub, Miss Universe Palestine, to support her participation in the 74th Miss Universe pageant in Bangkok. The collaboration emphasized themes of resilience, representation, and purpose-driven beauty.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Kosas: Clean-leaning, skincare-infused color cosmetics brand sold DTC and at Sephora. Comparable on the skincare-makeup crossover value proposition and target demographic, though smaller in scale.

Direct peers

• Fenty Beauty: Founder/celebrity-led (Rihanna) color cosmetics brand distributed through Sephora with inclusive shade ranges and high-performance hero franchises — the closest direct comparable to Huda Beauty in positioning, distribution, and audience.
• Too Faced: Founder/influencer-led playful color cosmetics brand sold at Sephora with hero palettes and lip franchises — comparable Gen Z/Millennial target audience and Sephora distribution model.
• Charlotte Tilbury: Celebrity makeup-artist-led prestige color cosmetics and fragrance brand sold globally at Sephora and own retail. Closely comparable on luxury-accessible pricing, Sephora distribution, and category extension into fragrance.
• Rare Beauty: Selena Gomez's celebrity-led beauty brand sold at Sephora with inclusive complexion products, social-media-driven launches, and a similar DTC + retail omnichannel model to Huda Beauty.
• Kylie Cosmetics: Kylie Jenner's influencer-driven color cosmetics brand with strong lip and face franchises sold DTC and through Ulta/Sephora. Comparable founder-brand marketing engine and target demographic.
• Glossier: Digitally-native, founder-led beauty brand with strong DTC roots, social media presence, and selective Sephora wholesale. Comparable community-led marketing and millennial/Gen Z target demographic.
• KVD Beauty: Performance-driven color cosmetics brand (formerly Kat Von D Beauty) sold at Sephora with vegan/long-wear positioning and a tattoo-artist founder story. Comparable Sephora placement, performance claims, and social-media-savvy audience.
• Pat McGrath Labs: Makeup-artist-founded prestige color cosmetics brand with high-pigment hero franchises and Sephora distribution. Comparable founder credibility, prestige positioning, and category leadership in eye and face.

Broad incumbents

• e.l.f. Beauty: Public, mass-market color cosmetics company selling across drug, mass, and prestige channels with viral Gen Z marketing. Overlaps in target demographic and Sephora/Target distribution, but operates at a much larger scale and lower price point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/hudaheidik
• Facebookfacebook.com/hudabeauty
• Instagraminstagram.com/hudabeauty
• TikToktiktok.com/@hudabeauty
• Xx.com/hudabeauty
• LinkedInlinkedin.com/company/1201917

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Huda Beauty