Huda Kattan’s path from a beauty blogger to one of the most influential names in the cosmetics industry is well-known by now. But 2025 has become a particularly pivotal year in her journey, marked by bold business moves and serious controversies.
Kattan founded Huda Beauty in 2013 (alongside her sisters Mona and Alya), building it from her social media influence and passion for makeup. Over time, it grew into a global brand with wide retail presence and a cult following.
Key Moves & Business Developments in 2025
Full Ownership Reclamation
One of the biggest moves this year: Huda Kattan reclaimed full control of Huda Beauty by buying back the minority stake held by TSG Consumer Partners. This shift restores Huda Beauty as a fully founder-owned company, which Kattan says is important for preserving her vision and autonomy.
In an associated move, the fragrance line KAYALI was sold to co-founder Mona Kattan and private equity investor General Atlantic. The spin-off helped facilitate the repurchase and ensures Mona will now lead Kayali as an independent brand.
New Creative Directions & Branding
With her return to full leadership, a rebranding of Huda Beauty’s logo and identity has been signaled. Also, earlier in the year, the brand announced a lilac-inspired “UBE Collection” in makeup, celebrating bold color and Kattan’s personal preferences.
Additionally, Kattan has ventured into media more broadly: she launched a podcast called “Huda Hotline”, aiming to engage with her audience candidly about beauty, entrepreneurship, and life.
These creative efforts underscore her desire to evolve beyond product drops and ensure her brand remains culturally relevant.
The Controversy: Antisemitism Accusations & Backlash
While 2025 has been a year of bold business maneuvers, it has also become one of the most turbulent in Kattan’s public profile — due to a social media video that ignited intense backlash.
The TikTok Video & Removal
In July, Kattan posted a video on TikTok in which she claimed that Israel was behind global catastrophes such as World War I, World War II, the 9/11 attacks, and the Hamas attack of October 2023. These statements drew accusations of echoing antisemitic conspiracy theories. Subsequently, TikTok removed the video citing violations of misinformation and hate speech guidelines.
Responses & Repercussions
- Kattan defended herself by stating her words were misinterpreted and that her critique was directed at Israeli policy rather than Judaism or Jews.
- Jewish organizations such as the Anti-Defamation League and the American Jewish Committee condemned the video and its claims, labeling them dangerous and rooted in age-old conspiracies.
- Retail consequences followed: Sephora dropped Huda Beauty from its fall “Experts” campaign. While Huda Beauty products remain available at Sephora, the move signals reputational risk.
- Sephora is actively reviewing its ties with Huda Beauty.
- The controversy has triggered a broader conversation about when and how influencers or founders cross the line between advocacy and inflammatory or conspiratorial speech.
This episode may mark a turning point in how founder voice, social views, and brand risk intersect in beauty and influencer-led businesses.
Personal & Family Notes
Amid the outrage, Kattan and her family have had to face public scrutiny at home too. For example, her teenage daughter, Nour, recently addressed rumors of having a nose job — dismissing them and attributing observed differences to makeup contouring. Kattan publicly supported her daughter’s response.
Also, Kattan has had public “falling out” tensions with longtime friend Eva Longoria reportedly over Longoria’s support for Israel. Though the details are less precise, it underscores how her political views are bleeding into her personal relationships and public network.
Looking Ahead: Risks & Opportunities
As of mid-2025, Huda Kattan occupies a fraught crossroads. On one side, she has regained full control of her beauty empire and is pushing new creative directions. On the other, she faces backlash that may threaten key retail partnerships and her brand’s reputation.
Risks:
- Ongoing scrutiny from media and watchdogs over any future public statements
- Potential further distancing from retailers and partners
- Loss of trust or alienation among segments of her audience concerned about hate speech and misinformation
Opportunities:
- Her full ownership gives her freedom to set the brand’s narrative and values
- Being public and transparent might help rebuild trust with customers
- Strategic partnerships and product innovations can help shift focus back to the brand’s strengths
Whether Kattan can navigate this turbulence and reposition her brand remains to be seen. But 2025 is already being remembered as a turning point in her story.