Huda Kattan gets real about beauty, branding, and being the boss (again)

The founder of Huda Beauty talks returning as CEO, her big rebrand, and why authenticity not perfection is her new priority

By Letty Seah - 17 Jun 2025

Share this article

It’s no secret that Huda Kattan is a beauty icon. After stepping down as CEO of her eponymous, internet-famous brand five years ago, she made a powerful return to the helm in February last year. Since then, the Dubai-based beauty mogul has taken things one step further by reclaiming full ownership of Huda Beauty. This major milestone marks the start of an exciting new chapter, making it one of the few fully founder-owned brands in the beauty industry.

Speaking to Her World about what this means for the future, the 41-year-old shares: “I realised that to take Huda Beauty to the next stage, I needed to be more directly involved in shaping the strategic direction and growth of the company. I’m so, so passionate about the brand’s future and aim to scale even further, push new boundaries, and make a deeper connection with our amazing global community. They’re the ones that drive everything we do.”

A darling of the internet, Huda commands a following of 4.7 million on Instagram and 10.9 million on TikTok. At the heart of her mission is a commitment to empowering people to feel confident in their own skin without the pressure to edit or hide behind a screen. The brand has stopped using filters and Photoshop across its social media platforms, and this authentic approach also shines through in recent launches like the skin-evening Easy Blur Primer & Foundation and the smoothing Faux Filler Jelly Oil.

“We realised it was time to rethink how we approached product creation,” she explains. “With the release of Easy Blur, we wanted to deliver that perfect, filtered, blurred-skin effect without actually needing a filter.”

With Huda now firmly back at the helm, her return has brought about bold changes from the brand’s rebranding to a renewed focus on authenticity and innovation. We caught up with her to learn more about the journey so far, her thoughts on beauty filters, and what’s next for Huda Beauty.

You reclaimed your role as CEO in February last year and have since rebranded with a new identity, logo, and packaging. The new look sparked plenty of online discussion. What’s your take on that, and why was the change necessary?

1/3

Rebranding was a huge decision for us, but I truly believe it was the right one. The beauty industry is always evolving—and so are we. Our brand identity and packaging needed to reflect that evolution. It was important to refresh our look while staying true to the soul of Huda Beauty—bold but approachable. When we first launched, it was all about getting the product out there; we didn’t put much thought into the logos, design, or packaging. This time around, it has become what it was always meant to be, and I’m genuinely so happy with it. The team did an incredible job.

Do you have any special tips when it comes to foundation application?

2/3

Absolutely! I always recommend applying foundation with a dense brush. It gives a smoother, more even finish and helps you use less product—since beauty sponges tend to absorb more.

Why was the word “Blur” chosen for the product names? And what’s your relationship with beauty filters?

3/3

Honestly, the name came about naturally. We wanted to create that real-life filter effect—blurred, flawless skin—so it just made sense to call it “Blur”! I’ve spoken a lot about beauty filters and the unrealistic standards they can promote. It’s something we’ve built into Huda Beauty’s messaging as well. We want to help people feel confident in their own skin, without needing to hide or edit themselves. The “Blur” in our products is about achieving that same elevated confidence in real life—embracing and enhancing what makes you you.

Huda Kattan gets real about beauty, branding, and being the boss (again)

Share this article

You reclaimed your role as CEO in February last year and have since rebranded with a new identity, logo, and packaging. The new look sparked plenty of online discussion. What’s your take on that, and why was the change necessary?

Do you have any special tips when it comes to foundation application?

Why was the word “Blur” chosen for the product names? And what’s your relationship with beauty filters?

Tags

Share this article