Dubai's global beauty empire — founded 2013 by Huda Kattan as a false lash brand, now a multi-category cosmetics giant sold in Sephora worldwide.
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See all ads on AdLibrary →Founded in Dubai in 2013 by Huda Kattan alongside sisters Mona and Alya, Huda Beauty grew from a makeup blog and false lash collection into a multi-category global beauty empire spanning cosmetics, skincare and fragrance. The brand was built social-first, with Huda's influencer presence driving global reach across Sephora and DTC channels. Also searched as Huda.
Huda Beauty's ads blur the line between influencer content and paid media — Huda herself is the primary creative asset. Tutorial-first video ads, product drop launches and shade-range showcases dominate their Meta and YouTube strategy. See their ad creatives at AdLibrary.
Instagram is the brand's spiritual home — Huda Kattan's personal account (50M+ followers) functions as an always-on organic ad channel. Paid campaigns amplify product launches, driving traffic to Sephora and hudabeauty.com. Reels and Stories are primary formats, with before/after tutorials generating exceptional watch time.
Huda Beauty is the definitive case study in founder-as-brand. The personal following built before the product existed (the beauty blog) created a pre-qualified audience for every subsequent launch. For DTC beauty brands, building an owned audience before scaling paid media dramatically reduces customer acquisition cost.
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