What Huda Beauty is known for

Dubai-founded cosmetics brand launched in 2013 by Huda Kattan and sisters Mona and Alya, growing from a 2010 makeup blog into a global line best known for false lashes and matte lipsticks; sold in the region via Sephora's Dubai Mall counter.

Huda Beauty was founded in Dubai in 2013 by makeup artist Huda Kattan together with her sisters Mona and Alya, growing out of a WordPress beauty blog Kattan had started in 2010. The company launched with a line of false eyelashes sold through Sephora, which gained visibility after being worn by celebrities including Kim Kardashian; the brand has since expanded to more than 140 products spanning foundation, eyeshadow and lipstick. Kattan, who moved to Dubai as a child when her father took a teaching post there and later trained as a makeup artist in Los Angeles, sold a minority stake to TSG Consumer Partners in 2017 and repurchased it in 2025, returning the company to full founder ownership.