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This is an excerpt from MEGA Dec-Jan 2025 Artist Confidential
The beauty world is crowded and erratic, and only a handful of brands can stay long enough for the marathon. Relevance. Huda Beauty is one of them. The brand dedicates itself to continuously iterating, improving and learning. No algorithm or machine can accurately predict the next shift in beauty. Instead, Huda Kattan compels you to move forward with her, to build that future with her.
RELATED: Huda Beauty’s Newest Collection Takes Inspiration from this Well-Loved Filipino Dessert
Kattan’s empire is proof of the natural progression of ideas and development, a legacy built on credibility and brand retention. She’s said it herself: products don’t just appear on shelves. Behind every launch is a process that’s calculated, yet somehow personal and sincere.
In 2010, we remember the purple lips, pastel goth, scrappy chokers, fishnets under ripped shorts, Tove Lo blaring in the background while the youth wept over the Skins finale and reblogged Effy Stonem on Tumblr. The entire era lived in its own charming way, but one thing everyone remembers is how a pair of eyelashes captivated the beauty world.
Right in the middle of that cultural zenith emerged something audacious: a pair of dramatic and truly iconic false eyelashes on a simple rectangular packaging box that became part of every YouTuber’s before-and-after makeup reveal.
In this exclusive Artist Confidential for MEGA, Kattan opens up about the journey behind Huda Beauty—one in which she dives headfirst, working from a perspective that refuses to plateau.
You’ve established one of the most impressive global beauty empires from the ground up. What keeps you excited to keep building, reshaping, and showing up?
Honestly, it’s all about being super passionate about what you do and, of course, having an amazing team around you. We’re always thinking about what’s next for Huda Beauty and what’s going to really shake things up. We’re super intentional with our launches, and even though it might seem like we’re dropping a lot of products, every single product is something that was really thought about years in advance and products that we genuinely love and stand behind. Watching our community grow, seeing how our products make someone feel confident or inspired, that’s what motivates me.
You’ve spoken about trusting your instincts again. What have you learned about balancing expert advice with your creative intuition?
I’ve learned that advice is important, but following your gut is everything. Experts can give you insight and technical tips, but you have to trust your own vision. No one will ever show more passion for your business than you will. For me, it’s about blending knowledge with intuition—listening, experimenting, and knowing when to follow my heart.
How would you define beauty today, and how has that definition evolved for you through the years, especially in this digital age?
Beauty today is way more than how you look. It’s confidence, energy, and authenticity. Real beauty comes from embracing your flaws and showing up as yourself. Social media is obviously at the center of most things we do, but that means being brave enough to be seen without filters and celebrating imperfection. That’s powerful.
Read more about MEGA’s exclusive interview with Huda Kattan in MEGA’s December-January 2025 issue, now available on Readly, Magzter, Press Reader and Zinio.
Produced By: MARA GO. Photos courtesy of HUDA BEAUTY. Special thanks to LUXASIA Philippines
