The beauty mogul's move has prompted thousands of social media users to film themselves binning her products and urging major retailers to drop the brand.
Many of the videos show users throwing out Huda Beauty items, placing posters outside Sephora stores, calling customer service teams to demand the brand be removed, and, in some clips, filming their pets urinating on products before discarding them.
Kattan, born in the U.S. to Iraqi parents, built Huda Beauty with her sister and co‑founder Mona Kattan, growing a modest beauty blog into a company now stocked in Sephora and valued at more than $500 million.
The brand, named the most-popular beauty label in the world in the Cosmetify Q1 2025 Beauty Index, has a significant customer base in the Middle East. Its aesthetic has long been associated with trends favored by Arab women, shaped by Kattan's Iraqi heritage and the brand's origins in Dubai.
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