Huda Kattan has become one of the most recognizable names in makeup around the world.
Published 12:15 PM EDT Oct 14, 2019
Her personality has been key in connecting to the public via social media, a major driver for her makeup known for its vibrant color and contouring popular among Arab women. She’s part of a growing vanguard of lines built around personalities, an expanding business model as more-established brands face slower sales.
Kattan reaches customers through a YouTube channel where she uploads all her makeup tutorials. Her brand’s Instagram account boasts more than 39 million followers, along with her seven million followers on Facebook. Her beauty line has found success globally, and especially across the Mideast and Persian Gulf, where Huda’s business model has been particularly successful.
As makeup sales slow in Europe and the U.S., they continue to grow in the Mideast. From 2018 to 2023, Euromonitor predicts a 7.2% growth in the color cosmetics industry across the Mideast, with a 2.9% growth across the Gulf Cooperation Council, which includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. This year alone, the color cosmetics market is valued at $2.3 billion in the Mideast, growing to $3.1 billion by 2023, according to Euromonitor.
“I feel like it’s very normal in a cosmetic business to go after the No. 1 beauty business or the industry, which is the U.S.,” she said. “Of course, I do want to go for the U.S., but I still feel like there’s so much to do in this part of the world.”
France Dernières Nouvelles, France Actualités
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