How Huda Kattan Built A Beauty Brand Worth More Than $1 Billion

By Amit Chowdhry ● August 30, 2019
  • Huda Kattan is a successful entrepreneur who built a beauty brand that is worth more than $1 billion. This is how she did it.

Back in 2010, Huda Kattan became a Hollywood-trained makeup artist and worked with celebrities such as Eva Longoria and the Royal Family. Around that time, Kattan had launched a blog where she published some of the projects that she was working on. Now she is one of the most recognized makeup artists and Instagram influencers.

Forbes reported Kattan’s net worth as $610 million and ranked her as #36 on the American self-made women list. Now Huda Beauty sells over 140 products and hits at least $250 million in annual sales.

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In the early days, Huda’s sister Mona Monica Kattan had convinced her to post photos of her work on social media. One of the biggest reasons why she started her own makeup line in 2013 is due to the lack of false eyelashes available on the market.

According to Business Insider, Huda said that she was able to grow her following and boost sales by simply setting up $10 ad campaigns on Facebook. These ads helped her blog gain international attention. 

As Huda’s following started building up quickly, she decided to launch her own Dubai-based brand called Huda Beauty in February 2013 along with her sisters Mona and Alya Kattan. Now the brand is worth more than $1 billion.

Most recently, Huda and Mona launched a new fragrance called Kayali. And you can learn more about how the sisters run their business on the Facebook Watch-based reality show called “Huda Boss,” which airs a new episode every Tuesday. The second season started earlier this month. For the first season, the Huda sisters saw 5-10 million viewers per episode.

The Kattan sisters preferred to have their show on Facebook due to its international presence and the video series would be available for free in order to reach the masses. Plus Facebook works well for consumer goods since it can be sold through the social network itself.

In a Forbes article, the Kattan sisters pointed out that the brand was “kind of enigma” where 20% of its followers were women on Facebook who wanted to start a business. And the show gives the sisters a platform to show people how to run a business and inspire others.

Huda’s products now include eye shadow, eyeliners, concealer, lipsticks, and brushes. These products are sold at beauty retailers around the world such as Sephora, Harrod’s, Selfridges, Brown Thomas, Arnotts, Net-a-Porter, and Feel Unique. 

In 2015, Huda’s husband Christopher Goncalo joined the company as the COO of the company and set up distribution channels for the company. Then in TSG Consumer Partners made a minority investment in Huda Beauty a couple of years ago. That investment valued Huda at $1.2 billion.

At the time of the investment, TSG senior managing director and partner Hadley Mullin pointed out that Huda Beauty’s “global influence and best-in-class product offering help women worldwide look and feel their best every day.”

Featured image credit: Huda Beauty

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