Huda Beauty is rebranding with a new logo and packaging, and its founder, beauty mogul Huda Kuttan, is reclaiming her role as CEO. 

 

Kattan stepped down from the role in 2020 and promoted former NYX Professional Makeup President Nathalie Kristo, who previously served as global deputy CEO.

 

Kristo, however, vacated the role the following year, and Kattan and her husband split the role. 

 

“I'm finally taking back my power as CEO of Huda Beauty,” said Kattan, adding that confidants advised her to find the “right people” to steer her in the direction of where she envisions her business, now 11 years old. 

 

This, and listening to her intuition.

 

“It has been one of the biggest regrets of my life because I didn’t listen to myself,” she said. “I felt in the moment that it was wrong, but I felt that I didn’t know better. The reality is the mistake took a lot out of me.”

 

The brand's product portfolio will reportedly be streamlined, and make-up/skin care hybrid line Glowish will shutter after three years in business. The changes come as Kattan, a makeup artist and influencer, pays holistic consideration to her brand, which began with an eyelash product. 

 

A year ago, a study conducted by booking app Hey Goldie ascertained Huda Beauty was the moment’s most popular makeup brand at No. 1 with 77,000 US average monthly searches and 30.3 million Instagram posts containing the brand name, for a combined internet interest of 30.3 million. Anastasia Beverly Hills, Fenty Beauty and MAC followed closely behind.  

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