Huda Kattan, the Dubai-based make-up entrepreneur, has announced significant changes to her eponymous beauty company, Huda Beauty. In a video shared on Instagram, Kattan revealed that the brand will undergo a rebranding process, complete with a new logo, brand identity, and packaging, set to be unveiled by the end of the year.
Alongside the rebranding, Huda Beauty will also be streamlining its product portfolio, leading to the discontinuation of the make-up/skin care hybrid line, Glowish, which has been in business for three years.
Expressing her perspective on the transformation, Kattan emphasized that this marks the first time she has taken a holistic approach to reimagining Huda Beauty. She acknowledged that the brand initially centered around her debut eyelashes product and recognized the evolving landscape of influencer brands, prompting the need for Huda Beauty to evolve as well.
The changes come following a shift in the company’s leadership team. Kattan had stepped down as CEO in 2020, subsequently promoting former NYX President, Nathalie Kristo, from Global Deputy CEO to the top role. However, Kristo departed in 2021, leading Kattan and her husband to share the CEO role.
In the video, Kattan expressed her empowerment in reclaiming the CEO position, stating, ‘I’m finally taking back my power as CEO of Huda Beauty.’ She reflected on the advice she had received, acknowledging the value of bringing in experts but also recognizing that she had neglected her own instincts and desires by not remaining as the CEO.
Kattan regretfully admitted, ‘It has been one of the biggest regrets of my life because I didn’t listen to myself.’ She emphasized the importance of trusting her instincts, which had been pivotal in building her business and defying conventional norms in the influencer brand industry.
As Huda Beauty prepares for its rebranding and product portfolio adjustments, the beauty community eagerly anticipates the unveiling of the brand’s new identity and the continuation of Kattan’s entrepreneurial journey.
