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=Huda Beauty= Huda Beauty (the word 'Huda' means "guidance" in Arabic) is one of the world's fastest-growing beauty brands, launched by the American award-winning beauty blogger Huda Kattan in 2013. Huda Beauty has gradually become an illustration of fashion and unique style. The brand devotes to share the idea of "beauty", working on inspiring people's sense of beauty. At the present day, Huda Beauty's wildly popular online business has evolved into a dynamic brand that aims to compete with large-scale makeup enterprises, such as L'Oréal (mother of Kiehl's and Urban Decay), Estée Lauder Companies(brands include M.A.C, La Mer, Tom Ford Beauty etc.) and Shiseido (parent company of NARS Cosmetics).

=Background=

THE FOUNDER OF HUDA BEAUTY
Huda Kattan, born on October 2, 1983, in Oklahoma. In her early childhood, she grew up in suburban Tennessee and Massachusetts where she already wore a lot of makeup. Thus the growth of Huda Kattan accompanied by people's misunderstanding and strange eyes. Although Huda Katten majored in finance at the University of Michigan-Dearborn, the passion towards fashion and makeup drove her to attend the No.1 leading makeup school worldwide - the Joe Blasco makeup school. . Later, She decided to move to settle in Dubai, commencing on her beauty business.

"I was focussed," Kattan said, on the phone, from her home in Dubai. "I knew exactly what I wanted."

As a makeup artist, beauty blogger and vlogger on Youtube, she runs the hugely famous 'Huda Beauty' blog which is the top 1 blog in the Middle East. Huda Katten regarded as the representative of women entrepreneurs in the Middle East who successfully broke into the world market of fashion and makeup. In 2010, Huda Katten registered her own blog 'Huda Beauty'and since then has soon become prominent beauty authority in the region. As one of the leading bloggers in Dubai, Huda Kattan not only solely applied herself to beauty with great energy but also her obsession spread to beauty lovers all over the world.

Unlike a group of bloggers whose makeup may only work for their own faces, Huda Katten, as a trained makeup artist, is able to share the techniques and products that are precisely targeted to varies skin tones and facial features.

ESTABLISHMENT OF HUDA BEAUTY
After posting vlogs, and creative videos on beauty tips, she soon attracted over 1.8 million subscribers as of June 2017. More incredibly, Huda Katten is also identified as an Instagram celebrity who attained a staggering 20.6 million followers. One of her most popular videos is "Why Shaving Your Face is Awesome!" in which she shows the way and explains why she shaves her face to keep her skin smooth and youthful looking. Until now, the video has gained over 3 million views. Another of her trending videos, titled 'DIY Beauty|Toothbrush Blackhead Remover-BEST EVER?!’ already got more than 9 million views. In 2013, Katten officially started to build her cosmetic line 'Huda Beauty' alongside her sisters.

Kattan has been running her company for the past five years, supported by her two sisters Mona and Alya Kattan as global president and chief Instagram officer, respectively, and her husband, Chris Goncalo, as COO. Kattan says she’s still developing as a leader–a journey that’s at the center of her new Facebook Watch show, Huda Boss.

INSPIRATION&INNOVATION
As Huda Katten working as a makeup artist, she found that the style and quality of lashes available at the time could satisfy her need. Thus she could only stack and customize the lashes by herself to cater to the client’s eye shape. Business opportunities thus came after those customers showed their willingness to buy the customized lashes. At the time one of Huda Kattan’s sister Mona suggested her begin her own professional makeup line for lashes. Then her older sister Alya has become as the initial investor to support Huda’s first series of products with $6,500. As Huda Kattan said, “I have been a blogger, I have created social content, I have worked as a makeup artist, I have worked with manufacturers to create products in the lab, and I am the face of a brand.”

Now as a businesswoman who has released a number of saleable makeup products, Huda’s experience in such industry made her hold more appreciation and understanding towards it. At the same time, instead of thinking in a single way, the industry has changed Huda Kattan to observe and think from different angles.

=Products=

In 2013, Huda and her sisters Mona and Alya worked together to create a collection of false eyelashes under the Huda Beauty brand name, which first launched at Sephora in Dubai Mall. The first product of Huda Beauty, a series of false eyelashes achieved great success which was famously worn by Kim Kardashian. All of their products have been instant best-sellers across the globe.

Eyes
i. Rose Gold Palette — Remastered ($68.00) A transformed and improved version of Huda’s groundbreaking first edition, which inspired by Huda Kattan’s obsession with the absolute, most essential colors for beauty enthusiasts to use on daily basis or any occasion. ii. Desert Dusk Eyeshadow Palette ($68.00) The second palette of Huda Beauty with vibrant, highly-pigmented shades that trying to reflect the exotic landscape of the Arabian desert. In this palette, it has introduced three brand-new formulas to emphasize its impressive mystery and charm. It is a dynamic eyeshadow palette with 18 shades in 4 unique textures: 1 dazzling glitter, 8 creamy mattes, 6 shimmering pearl shades, and duo-chrome toppers. In particular, the iridescent duo-chrome formulas completely capture the mysterious desert mirages.

iii. Classic Lash ($20.00) The first collection to be ever designed by Huda Kattan and hand-crafted with the finest material quality, the Classic lashes are made out of synthetic and natural fibers and completely cruelty-free. Lightweight, they are ideal for everyday enhancement, whether you are looking for a subtle, soft and flirty look or you crave enviably (but believable) eyelash length. Each lash can be used up to 12 times depending on care.

Face
i. The Overachiever Concealer ($34.00) Developed with tired eyes and long nights in mind, the formula works to disguise the appearance of dark circles, redness, hyperpigmentation, age spots, and discoloration with a beautiful luminous-matte finish. Packed with 31% pure pigment, and multi-action skincare actives — the Overachiever not only covers and conceals but also soothes the delicate skin around the eyes with every application. Available in 20 creamy, high-coverage shades ranging from fair to rich.

Lips
It contains three main series in total:

i. Demi Matte ($27.00) Huda Beauty Demi Matte is a bold Cream Lipstick presenting a full spectrum of ultra-feminine colors to fulfill every of your alter egos. ii. Lip Contour ($24.00) Lip Contour helps to balance and beautify your lips, ideal for contour and filling. It easily deals with thin lips, wide mouth, uneven shape… Lip Contour provides an intense effect with matte, they are highly-waterproof and transfer proof.

iii. Liquid Matte ($27.00) The tried and true comfort-wear formula is infused with antioxidants and an exclusive complex to help maintain the lip’s hydration. The lightweight formula glides on a thin coat of color that intensifies as it sets to a matte, transfer-free finish with amazing staying power. Sixteen must-have colors can to be used alone or combined to create the perfect color for any occasion.

Best Sellers
Top 1: Obsessions Eyeshadow Palette ($36.00) “the Overachiever not only covers and conceals but also soothes the delicate skin around the eyes with every application. ” – Huda Kattan. Each Huda Beauty Obsessions Eyeshadow Palette is packed with a selection of nine highly pigmented mattes and striking shimmers, all with a smooth and blendable texture. Available in several color themes, suitable for every occasion – the palettes are super compact and lightweight, making them a must-have for your handbag. The large mirror, conveniently-sized palette, and versatile shade collection allow you to create both classic and playful looks that are easy to apply on-the-go.
 * note: the result is based on the “BestSellers” on Selfridges

Top 2: #Fauxfilter Foundation #FauxFilter is a full-coverage velvety foundation, available in 30 delicious shades, that will give you a flawless long-lasting look in just one application. Hiding blemishes, concealing imperfections, and camouflaging dark circles, this amazing formula is packed with ultra-refined pigments that make the uneven skin a thing of the past.

Recent Launch
The New Nude Palette

The New Nude Palette by Huda Beauty is versatile and wearable in equal measure. Delivering infinite possibilities, this unexpected palette encourages you to experiment, empower and express yourself however you please. It officially launched in Sephora in November 1st. This all-in-one eyeshadow palette consists of 18 highly pigmented shades, ranging from flattering mattes to shimmer-drenched hues, and has everything you need to transform your lids.

=Development=

Marketing
According to the latest report by Euromonitor on beauty and personal care in the UAE, social media influencers like Huda Kattan are one of the key reasons for increased spending on cosmetics. Consumers in the UAE spent $228 per capita on beauty products in 2017, up from $168 in 2010. Social media provides a platform for Huda Kattan to advertise her brand Huda Beauty and spread its spirit.

As a blogger, Huda Kattan highly regards the interaction with consumers. She informs her followers who hold same passions towards makeup about the timely makeup news. For example, on 30 April 2013, Huda Kattan posted an article about the Sephora Reward Program. Moreover, all the posts on Huda Beauty’s official website allow people to comment down below.

“We have a very engaged community who are always telling us what they want to see, so we take a lot of inspiration from the comments we see on social media and only create products that there is a demand for.” - Huda Kattan

"I spent so much time to ensure that every shade was absolutely perfect, and every color is so special to me. It was also really important to me that we take all our knowledge and feedback from our first palette, and create something that would showcase our growing experience and knowledge." - Huda Kattan

Awards&Achievements
The first product of Huda Beauty, a series of false eyelashes achieved great success which was famously worn by Kim Kardashian. Kattan has extended the Huda Beauty business from a line of false eyelashes, creating new categories including lipgloss, eye makeup, nail accessories and henna tattoos. Up to July 2018, Huda Beauty holds more than 140 products in total, from eyeshadow pallets to lip gloss, which altogether acquires at least $200 million in annual revenue. She was selected as one of "The 25 Most Influential People on the Internet" by the Time_(magazine) in 2017.

Huda Beauty has since upped its offerings to include foundations, concealers, lipsticks, eyeshadows, setting powders, highlighters, and brushes. In this year alone, Huda Beauty did more than $250 million in retail, with the goal of expanding beyond their Dubai headquarters to offices in the U.S. and the U.K.

=References=