For Huda Kattan, make-up is a tool for both transformation and self-expression

The entrepreneur lets us in on her idea of motherhood, beauty, and how she encourages her daughter to kindle a mindful relationship with beauty

We’ve all had a deplorable professional experience at some point in our life; we either chose to keep at it or quit at the time, but seldom does that experience leave us resolute on achieving the bigger things in life. That’s exactly what Huda Kattan did when she was formally booted out of her corporate job back in 2009, just a year after graduating from the University of Michigan and moving to Dubai with her family. The make-up artist, beauty blogger and one of the most successful entrepreneurs in the industry today, was innately passionate about the world of beauty (make-up, in particular), commenced her entrepreneurial journey back in 2010 with her beauty blog ‘Huda Beauty’ after endeavouring make-up training in Los Angeles. 

Between 2010 and 2013, Kattan’s blog and YouTube channel garnered a massive following and viewership respectively, which, in turn, corroborated her belief that she was made for bigger things. She took a leap of faith in 2013 and launched the first-ever beauty product under her eponymous brand– false lashes. Her personal struggle with finding the right pair of ‘falsies’ is what motivated her to fabricate them herself, for which, she took a loan of a low-risk amount of $6,000 from her elder sister Alya Kattan. The product was well-received immediately after its launch— Kim Kardashian was amongst the first few to vouch for Huda Beauty’s false lashes. Sephora Dubai was swift to onboard the brand and retail the false lashes online and offline. The huge success of the laying stone spelt the pathway for prolific expansion.  

Today, with over 53 million followers on Instagram and 8.6 million on TikTok, Kattan is a social media star, beauty blogger, entrepreneur and a mother to 11-year-old Nour Giselle. “For me, beauty is about feeling good in your own skin. It’s not about conforming to society’s standards but celebrating your individuality and owning your uniqueness; make-up is a way to explore and enhance that,” she says. The Established chats with the self-made billionaire about her take on beauty, motherhood and the beauty bequest that she hopes to create for her daughter.

What was it like growing up in the USA as an immigrant ?

I grew up in Oklahoma, and as an Iraqi American from an immigrant family, I felt like I didn’t fit in. I followed the traditional route of a career in finance until I got fired. I started pursuing my passion for beauty and breaking down the beauty standards that made me feel different. 

How is the role of being a mother different from the other roles you’ve played in your life?

I’ve lived in different countries, and I understand the beauty industry from the ground up; from being a make-up artist to a blogger to an entrepreneur. Yet, none of this prepares you for motherhood—it’s changed me for the better. The qualities being a mom gives me have made me and my career even more successful. It’s the most important and rewarding role in my life.

Managing my blog and baby together was a challenge, but I wouldn’t change it for the world. My daughter has made me an even better leader, and she encourages me to be the best. I was so passionate about beauty and she became my driving force to succeed. I want to make her proud and show that being a mom doesn’t stop you from being a CEO and vice versa. 

How do you define your relationship with both your brand and your daughter? Has it evolved over the years?

As your children grow older, that relationship constantly evolves, and as the company becomes more successful, being a mom and an entrepreneur gets balanced out. My daughter’s love for beauty and honesty in the products has given us a special bond. 

Your daughter seems to have an enthusiasm for make-up. How does she perceive this world of beauty?

My daughter loves make-up, and I'm so happy she’s interested in it. It’s important for young girls to explore and experiment with different things; make-up is just one of them. She sees make-up as a form of art and expression, and I love that.

As a mother, how do you make sure that the impressionable mind of your daughter doesn’t only associate beauty with “looking good” at a skin-deep level but also understands its real meaning?

As a mother, teaching my daughter the real meaning of beauty is important. It’s not just about looking good on the outside, it’s about feeling good on the inside. I try to convey that with the brand–by breaking those standards and empowering women to be their authentic selves. I talk to my daughter about self-love and confidence and how they are the real definition of beauty.

I always encourage her to be herself and be creative and use make-up as a form of self-expression. It’s a way for her to experiment with different looks and find her own style, understand who she is, and feel confident in herself—I love that. 

Your predominant target audience comprises people in their early 20s, which is also their moulding years. What are the efforts that you take to ensure Huda Beauty is always championing inclusivity, diversity, and the real meaning of beauty?

Inclusivity and diversity are the core of Huda Beauty. We want everyone to feel seen and heard and have products that work for them; allowing them to express themselves and their personality while empowering them to be who they really are. 

Lastly, what is the kind of legacy that you want to leave behind for your daughter when it comes to beauty?

I want to leave behind a legacy of confidence and self-love. I want my daughter to know that she is beautiful just the way she is and shouldn’t conform to anyone’s standards but her own. I hope that Huda Beauty is a brand that inspires people to feel confident and empowered. 

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