Her multistep routine and radio-frequency treatments in Dubai are just a few of her secrets.
over a decade ago. In April 2010, her social-media career began with viral DIY beauty hacks and selfie tips. Her channel now has over 4.13 million
subscribers. According to Kattan, when she was building her brand back then, partnerships and collaborations were nothing like they are today — in fact, they were nonexistent. Kattan remembers approaching Sephora and asking it to advertise on her blog. “I’m literally making no money, but I’m promoting all these Sephora products. Can you just advertise with a banner on my site?” she recollects. But the company couldn’t quite grasp the concept then.
While her beauty blog blew up, she knew that honing in on her own personal brand was important too. So in 2013 after moving to Dubai, Kattan launched Huda Beauty. The first products she ever created were false eyelashes, which quickly became a cult favorite among celebrities and makeup enthusiasts. Fast-forward ten years, and the brand has everything from best-selling foundation and concealer to eye-shadow palettes.
Her other form of self-care, skin care, also became a brand for her in 2020 with the launch of Wishful, which she admittedly was reluctant about at first. “I didn’t really like the idea” of Wishful, Kattan shares. “I have always loved skin care so much and when we looked at my blog, I wrote more about skin care than I did makeup, which was so funny. My team came to me with the data and told me I have all these secrets and tips that are worth sharing,” she says.
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