Huda Beauty is the best brand to illustrate the intersection of the beauty and social media worlds. The blog started in 2010 as a beauty blog by Huda Kattan and has grown to be a beauty–and social-media–juggernaut in the past decade. With over 50 million followers on Instagram, it’s one of the fastest-growing beauty brands in the world. The makeup artist-turned-blogger-turned-successful entrepreneur creates makeup for girls who love makeup and love playing with it–think high-quality false lashes, richly pigmented eyeshadow palettes, and complexion products mimic the effects of your favorite filter. Kattan is expanding her reach and has recently launched separate skincare and fragrance lines. We appreciate that Huda Beauty is still embracing minimalism in a world that has become so reliant on no-makeup makeup. They offer products with high-end textures and formulas that we love more than any other.
Kattan says she didn’t think of Huda Beauty as a beauty empire when she woke up one morning. I was focusing on my blog content, and my audience continued growing. They took my advice and asked for more. At one point, I was dissatisfied with the fake lashes available on the market, so I made my own and displayed them on my pages. She says that my audience requested them, and the requests grew. It took off.” Although the original launch occurred in 2013, most products have followed a similar path due to consumer demand. Kattan says, “We have continued to create products that our beauty-obsessed community needs and wants, and the company has grown because of that.”
Huda Beauty is a member of a large social network. This connection cannot be overemphasized. There are over 4,000,000 subscribers to her YouTube channel, and she has over 50 million Instagram followers. It’s no surprise that Huda Beauty has grown with social media. Kattan explains this is because the Huda Beauty target customer isn’t just beauty obsessed but also social media-savvy. Kattan says the brand’s core purpose is to foster a community and give them the necessary products and advice. The ultimate goal is to empower, inspire, and joyously share a love for makeup.
These faux lashes, which Huda Beauty launched in 2013, were the product that set it all. They were originally launched in 2013 at Sephora Dubai Mall but sold out quickly. They are still a top-selling brand item despite their OG status. These are hand-designed by Kattan and made with a cruelty-free combination of natural and synthetic fibers. They are hands down the best falsies we have ever seen. You can’t go wrong choosing the Giselle, with 11 styles, from full and frizzy to dramatic and spiky. Amy Lawrenson, former Byrdie UK Editorial Director, loved the subtle and voluminous style. She raved about how many compliments she received and how easy it was to apply.
FauxFilter Luminous Matte Foundation
Unsurprisingly, the brand launched its first venture into the skin care space with a foundation designed to be an IG filter. The foundation’s blurring pigments make visible pores, spots, and blemishes disappear, while the matte finish gives it a velvety texture. This foundation is for foundation lovers who love full coverage. It is thicker than other foundations, which means it has great staying power. However, you will need to use makeup remover once ready to take it off. The shade selection, which includes more than 30 colors, is also impressive. This foundation offers more shades than many others.
3D Cream and Powder Highlighter Palette
Kattan’s most well-known beauty hack is to layer a highlighter over a facial oil to create a glowing effect. This trip inspired her to add different formulas to her highlighter palette. There are five different quads. Each has one shade with a creamy, buttery base. This can be used to layer underneath the other three powder shades or to increase the glow. The cream color is great; we even love using it on lids. All shades can be used alone or mixed and matched, regardless of their textures. The “Golden Sands” palette is our favorite, with two tones that can be used as blush or bronzer.
Power Bullet Matte Lipstick
This lipstick took us two years to develop. It was well worth the effort. It is a highly pigmented (and we mean intensely) formula that provides a complete color payoff in one swipe. Hallie, Senior Editorial Director at Byrdie and a lover of matte lipsticks, took it for a spin when it was first launched. She instantly added it to her makeup bag. The formula is silky smooth, and comfortable. It can be used straight out of the tube, but you can also apply it with your fingertips to create a stain effect. You can also layer it over lip balm to enhance the color.
Legit Lashes Double-Ended Mascara
Although Huda Beauty began with fake lashes, it took the brand seven years to launch its first mascara. The new product finally made it onto shelves in 2020. The demand for this product was evident as there was a long waitlist. It combines two formulas and two brushes to meet all your lash needs. The volumizing side has short fibers and thick brushes to give fluttery fullness. While the curl and long side have longer fibers with grippy waxes and a thin comb to lift and lengthen, the curl and length side is made of longer fibers with thicker brushes. Both work well on their own, but we love the fact that you can combine them to get all three fringe-enhancing benefits.