Huda Kattan Is Pioneering A New Era For Huda Beauty

Huda Beauty has had numerous viral moments; nonetheless, a decade after its inception in the cosmetics industry, founder Huda Kattan prioritises sustainability over transient trends.

Huda Beauty

Huda Beauty, one of the rare wholly independent, founder-owned beauty firms, is undergoing a transformative phase. Kattan asserts that the Easy Bake Pressed Powder, following a decade of pioneering inventions, represents not merely a new product in the brand's collection, but a hallmark of a new epoch. In June of the previous year, Kattan reacquired complete ownership of Huda Beauty, and as one of her initial initiatives as proprietor, she aimed to reintroduce the pressed powder. Considering the success of the Easy Bake Loose Setting Powder, Kattan recognised that the pressed variant had significant expectations to meet. In an age prioritising product analysis and tangible outcomes over superficial marketing, Huda Beauty introduced a revised formulation of the Easy Bake Pressed Powder, driven by community input and Kattan's commitment to skincare excellence.

Instead of exploiting idealistic ideals, Huda Beauty serves as a platform for tangible influence and solidarity. In addition to serving as a creative outlet for Kattan, Huda Beauty has enabled the beauty blogger to engage with her community through activism. Despite facing criticism, the founder used her platform to illuminate the genocide in Palestine by donating to Palestinian organisations and funding the inaugural Miss Universe Palestine. Kattan evaluates the brand's success not by units sold, but by the strength of its voice.

Amid widespread closures in the cosmetics sector, Huda Beauty is striving to establish a new benchmark. Driven by a dedication to impeccable skin, a profound ethics of advocacy, and the vibrancy of an opulent Dubai launch attended by its global community of supporters and influencers, the brand is merely at its inception. With Kattan reinstated as the leader of the firm, Huda Beauty is redefining the perception of beauty brands, one iconic product at a time. We converse with Huda Kattan regarding the conceptualisation of the new Easy Bake Pressed Powder and the significance of reclaiming complete ownership for her.

The Significance of the Easy Bake Pressed Powder Launch

Easy Bake is our creation, and it also represents a significant aspect of the cosmetics industry. It is a highly effective selling powder, and many individuals prefer it. Regardless of the foundation or concealer employed, it provides unwavering support. We commenced our beauty venture in 2016, and one of the initial things I aspired to develop was a baking powder.

Upon the launch of the loose powder, I thought, 'Alright, we have the loose.' Individuals appreciate it. Let us commence work on the squeezed powder without delay. Upon its original debut, I perceived potential for improvement; however, I hesitated to express this concern as I was not in a leadership position at the time. Upon its launch, the unfavourable reception prompted me to reflect, 'I ought to have voiced my concerns.' Upon my return to leadership, we prioritised this project for revision. It has required many years of effort and diligent work. I genuinely believe it aligns well with public expectations of the Easy Bake brand.

The launch signifies new beginnings. Huda Beauty has experienced a tumultuous path. There were instances when we were not authentic to our true selves. However, you may now truly comprehend the essence of Huda Beauty. Our engagement with the community is evident, as it reflects a profound relationship with them. A new epoch has commenced.

Huda Beauty's Focus on Enduring Trends Rather Than Microtrends

The predominant trend is that trends are no longer prevalent. We all cling to possessions, which ultimately become integral to our identity. Individuals frequently assert that the 'clean girl' aesthetic has waned; yet, several individuals have fully embraced this identity and have no intention of reverting. We must acknowledge that trends extend beyond mere fads. In my opinion, certain aspects, such as healthy skin, consistently remain in vogue annually. It is essential to maintain beautiful skin at all times.

On Promoting Advocacy for Palestine

I have consistently utilised my voice for those in need. Upon commencing my study of Palestine, I recognised the significance of utilising my voice, which proved to be challenging. I felt compelled to advocate for my beliefs, but in doing so, I faced significant blowback. Individuals no longer wished to collaborate with me. Fortunately, we have had an exceptional reaction from our community. We have had obstacles as well, naturally. Advocacy for any cause that opposes prevailing norms, particularly those of superpowers, is inherently problematic. The community's response has been profoundly empowering, which sustains my motivation. I genuinely respect and appreciate individuals that advocate for justice, regardless of the repercussions. I desire to collaborate with others engaged in such endeavours, as it transcends our professional pursuits and pertains to humanity.

At the Easy Bake Pressed Powder Launch Event

I possess an exceptional team. We conceived an elaborate event concept, inspired by a speakeasy, and proceeded to execute it. The event was motivated by the compact and the realm of Easy Bake. At Huda Beauty, we are constructing universes. We spared no effort; our objective is to provide everyone with an extraordinary experience.