How a beauty blogger made an empire

In March this year, The New York Times wrote an article that asked the question, “Is Huda Kattan the most influential beauty blogger in the world?” And with over 23 million Instagram followers — that’s more than actor Reese Witherspoon, supermodel Karlie Kloss and fashion designer, Marc Jacobs combined — Huda is probably beauty’s most influential blogger today. The Dubai-based social media star also runs her own beauty company, Huda Beauty, which was launched two years ago. Her range is available at Sephora stores across the world, among others, and she just added a line of foundation to the collection.

While Huda Beauty was born in Dubai, Huda, an Iraqi by origin, grew up in Tennessee. “I moved to Dubai permanently in 2008 and it was a really interesting time in my life. It was a time of self-discovery and what the UAE represented for me at the time, was limitless opportunities,” says she. At the time she worked in finance, and she recalls that the one thing that always lifted her spirits was heading out to buy a lipstick. Somewhere along the way, she realised she needed to make beauty her business. That prompted a move to Los Angeles to study makeup and she also started her own blog. “Would Huda Beauty be what it is today without the UAE? I don’t know. Maybe, but it would have taken a while to determine that we could think limitlessly and be as forward-thinking as we are,” says the proud resident of this city.

The blog led to her starting her own product line. The beauty blogger could never find fake eyelashes that she liked so she would make her own. “Huda Beauty was created after our social family begged us to sell our false lashes, so the entire company was created as a result of consumer demand and the need we saw on social media. And it is precisely this that still guides us.” She now has a whole range of products for the eyes and lips. And the latest product offering is one that speaks to how social media has disrupted the beauty business. “I have always struggled with my skin and I know how much skin flaws can affect your confidence. So I really wanted to create a formula that offered maximum coverage and minimum visibility. We packed #FauxFilter with skinperfecting pigments to conceal hyperpigmentation and hide imperfections, but ensured it still had a real skin-like finish.” With this foundation, you will have “filter” perfect skin — and which girl today doesn’t filter her pictures?

Huda is not the only social media celebrity to start her own beauty line — there are the reality TV stars. Both Kylie Jenner and Kim Kardashian West have their own brand and recently, Rihanna jumped into the fray with Fenty Beauty. And who do these women go to when they need a beauty review or for their product to be in a tutorial? That would be Huda, of course. “I think many traditional players are feeling the pressure to step up their game… 2017 has seen a huge shift in brands becoming more inclusive than ever before and it’s really exciting to see the industry moving in that direction.” Many traditional players appear to be taking more than one leaf out of her book.

Of course Huda has had a lot of help — her two sisters have been her major support system. Younger sister Mona runs Doll’s House, a successful salon chain in Dubai — it was she who encouraged Huda to start her product line. Elder sister Alya is a social media expert — and they both are an important part of Huda Beauty. The face though, is Huda and she has appeared on the cover of several UAE magazines this year. “Appearing on the cover has definitely been one of the highlights of this year,” she says.

There is no question Huda has become one of the most visible faces of the Middle East. She is taking things further next year. “We just secured an investment deal which will allow us to expand the business and launch a programme to fund and mentor entrepreneurs in the beauty and wellness industries.” So, from a beauty blog to a brand, Huda now has a beauty empire.

This could explain why she spends so much time in Los Angeles. (She was in LA as this piece was being written.) “It’s just one of the coolest cities with some of the best restaurants, weather and such a chilled lifestyle. I always discover new beauty products. Naimies Beauty Centre is one of my favourite places. The Grove is always so full of energy, I love wandering around there, getting ice-cream and going into all the shops.” Her most recent beauty discovery also comes from this city. Nurse Jamie Sherrill is a skincare expert based in Los Angeles whose clients include Kim Kardashian, Jessica Alba and Kirsten Dunst, and she also has her own product line. “The Triangular Facial Beauty tool is the bomb; it literally contours my face without using any makeup. It uses hi-frequency sonic technology to restore firmness around the eyes, brows, the chin and just lifts everything. I love that It’s all about enhancing your natural beauty and making you the most beautiful version of yourself without the need for invasive procedures,” says Huda. We love the fact that she endorses a product that isn’t from her own beauty stable — it goes to the root of her being a dedicated blogger.

While Huda is open about the fact she has had fillers and botox, beauty is not just about looks for her. Says the beauty moghul, “Beauty, for me, is a feeling of empowerment and the feeling that you can take on the world. I’m a firm believer in the power of makeup; its transformative abilities give you confidence and change the way you feel about yourself.” That is the mission of Huda Beauty to make people realise that makeup is more than a way to make you look beautiful. And there is no question that Huda Kattan has changed the face of the beauty industry. sujata@khaleejtimes.com

Beauty, for me, is a feeling of empowerment and the feeling that you can take on the world. I’m a firm believer in the power of makeup; its transformative abilities give you confidence and change the way you feel about yourself. — Huda Kattan