Huda Kattan Biography Flash a weekly Biography.

In the past few days, Huda Kattan has once again proven that in the world of beauty, she is as much a headline as a person. The most consequential storyline right now is the ongoing fallout from her outspoken political stance and how it is reshaping both her public image and her business. Beauty Independent reports that after months of controversy surrounding an anti Israel TikTok in which she promoted conspiratorial claims about Israels role in global events, Sephora has been actively reviewing its partnership with Huda Beauty, under pressure from both advocacy groups and consumers. The Jerusalem Post now reports that Sephora has cut ties with Huda Kattan, explicitly citing that viral video and labeling it antisemitic. This marks one of the most dramatic retail breaks of her career to date and could become a defining chapter in her biography, given how central Sephora has been to Huda Beautys global growth.

According to Beauty Independent, data from Navigo Marketing showed Huda Beautys key products slipping in online sales on Sephoras U.S. site in the weeks following the TikTok scandal, even as Sephora publicly refuted those specific figures. Huda responded in early August with a widely viewed TikTok of her own, insisting her remarks were misrepresented, denying any hatred toward Jewish people, and alleging a coordinated smear campaign and paid efforts to discredit her. That video has drawn millions of views and intense engagement, cementing her role as a polarizing but highly mobilizing figure for a young, politically engaged beauty audience.

On social media in recent days, Huda has continued to use her platforms primarily for advocacy around Palestine and broader humanitarian issues, as well as to highlight Huda Beauty products and collaborations that direct proceeds to Palestinian causes, a strategy Beauty Independent previously noted with the Saint Levant lip oil partnership. While specific posts from the last 24 hours are still being parsed by outlets and fans in real time, the throughline is clear: she is doubling down on activism, signaling that she is willing to risk distribution, revenue, and mainstream goodwill to maintain that stance.

Within the industry, commentary has turned sharper. BritishBeautyBlogger, in a December beauty business roundup, noted that Huda Beauty quickly dropped its ambassador Huda Mustafa over a racist incident on a livestream, but then pointedly suggested the brand should also re examine the founders own history of controversial behavior. That critique reflects a growing narrative that Huda the person and Huda the brand can no longer be cleanly separated.

On the business front, longer term reporting from Beauty Independent and industry analyses such as 42Signals have emphasized how critical this moment is. After buying back full ownership of Huda Beauty from private equity and signaling a fresh era of hands on leadership, Huda was positioned for a brand rebirth. Now, the Sephora split introduces a new chapter: can a digitally native, influencer led brand of her scale survive and even thrive outside the traditional prestige retail system by leaning on direct to consumer power and a fiercely loyal base galvanized by her politics Rather than stepping back, she appears to be betting that authenticity and alignment with her core audience will matter more than conventional retail shelf space.

There are also unconfirmed rumors circulating on social media and in smaller beauty forums that Huda Beauty is quietly exploring new regional retail partners and potentially accelerating direct sales pushes in markets where her pro Palestinian stance has strong support. These discussions have not yet been verified by major business publications and should be treated as speculation rather than fact until confirmed by Huda Beauty or top tier financial outlets.

In public discourse and...