Agent Of Beauty: Huda Kattan On Conquering The Global Beauty Industry With Her Trailblazing Innovations
"For me, make-up is as therapeutic as it is empowering"
Huda Kattan launched her beauty blog in 2010 after she quit her finance job to follow her passion and become a make-up artist. In 2013, she arguably revolutionised the make-up industry with the launch of her eponymous brand Huda Beauty. Fearlessly outré and unafraid, she introduced a game-changing new dimension to beauty–one defined by endless experimentation, maximalism and more recently, self-love. Having entered the Indian market exclusively through Nykaa a few years ago, today, Huda Beauty has become a mainstay in our arsenals. With a host of exciting launches on the cards, we chat with Kattan about her favourite new products, the viral hacks she swears by, and about dismantling toxic beauty standards.
ELLE: As an advocate of self-love, what’s your take on toxic beauty standards?
Huda Kattan (HK): I think everyone should feel beautiful for who they are, which is why I’ve taken a step back from photoshopping my photos. I want to use my platform to challenge these monolithic and superficial beauty standards and show that there’s more depth to beauty than what we’ve been conditioned to believe.
ELLE: Your eyeshadow palettes are a rage. Tell us about the Naughty Nude Palette?
HK: For me, make-up is as therapeutic as it is empowering, and Naughty Nude allows you to tap into all sides of your personality. It not only represents your naughty side but also celebrates your confidence. There’s a mix of velvety-soft, powerfully pigmented mattes, butter textured high-shine metallics, luxurious multi-reflective marble creams, and a stunning Pearl Gloss Hybrid for a smouldering look.
ELLE: Tell us about your journey with Nykaa. Are there any new products on the horizon?
HK: The support from our Indian community has been nothing short of incredible. Nykaa has been a fantastic partner who believes in us—from the products we create to the messages we want to put out in the world. There’s a wide range of products, including an amazing pack of three WISHFUL skincare heroes. It includes our #FauxFilter Luminous Matte Foundation, which creates a flawless base when paired with the Water Jelly Hydrating Primer. We will also be including two of my favourite fragrances from my sister Mona’s perfume brand KAYALI.
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ELLE: Which product from this collection is on high rotation in your regimen?
HK: It’s hard to pick one—we don’t release products we’re not crazy about. But if I had to pick, I’d say the #FauxFilter Luminous Matte foundation. It creates a beautiful full-coverage complexion but without a cakey look and has a stunning luminous finish. We took feedback from our customers and applied it to the OG formula to create this.
ELLE: You’re the queen of make-up hacks. Anything you swear by?
HK: For those struggling to create the perfect winged liner, using a post-it as stencil helps! Start with our Life Liner Double Ended Eyeliner and take a deep shadow to build and blend on it for a smokey liner.
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ELLE: You love experimenting with viral beauty trends. Which is your current favourite?
HK: I’m super into straight, ultra-fluffy brows. I’ve shaved the tail end of my brow and use our #BombBrows Microshade Brow Pencil with #BombBrows Full ‘n Fluffy Fiber Gel to achieve this look.
ELLE: Name a Huda Beauty product that’s in your bag right now?
HK: Our Power Bullet Cream Nudes. They apply so smoothly and feel like butter on your lips!
ELLE: What’s in the pipeline for you?
HK: Most people don’t know this, but some of our products take up to five years to create, so we’ve got a lot in the pipeline that we hope everyone will love.
Photographs courtesy: Huda Kattan
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