the tutorials and makeup reviews. line of false lashes—caught the eye of Kim Kardashian Wmy own lashes by using bits and pieces from different brands to make unique Her first product launch in 2013—a Huda Beauty blog and began sharing est. “I was creating
ral lashes, even if superdramatic,” Kattan a natural lash. It wasn’t until we created says, wearing her signature lengthening lashes, called Hoodie. “Mlowed, and by 2017, Kattan was named just a single strip, which doesn’t emulate lashes that felt good and looked like natu-our own product that things changed. People became more interested in what we were saying.”one of the 25 most influential figures A full makeup range eventually fol-ost falsies were
feeling like an outsider. Now she want-her back from truly feeling confident: her or without makeup. Despite having an one of the top 10 beauty influencers by Forbesed to put her best face forward—with on the internet by skin. For years, Kattan had used makeup to mask insecurities about her skin and entire roomful of skin-care products, she. But something was still holding Time magazine, andKattan was born in Oklahoma City valued at $1.2 billion, and some sent to and my recorder, her bathroom is over-run with serums, makeup products, and skin-care tools—some from her own sev-en-year-old brand, which was recently I’m doing something. And it’s liberating.” her by brands desperate to appear on her social channels. and eventually moved to Cookev-The child of Iraqi immigrants, In addition to her camera, her crew,
Growing up in the South, Kattan in, which included briefly going found her name, heritage, and appearance made her feel like an outsider. She spent her formative years trying to find a way to blend ille, Tennessee, with her family. by the more culturally ambiguous name Heidi. Still feeling insecure, she turned to makeup. “I felt like I wasn’t pretty,” she says. “I saw all these celebrities on television and
and beautiful. I thought [make-she discovered a pinkish-brown up] might make me feel a sense of happiness.”to buy my own, but I always used metics began at age 14, when thought they were so glamorous Revlon lipstick in her sister Alya’s makeup bag. “It was so beautiful,” she says. “I couldn’t really afford to borrow it from her.” By the time Kattan’s love affair with cos-
University of Manyone who needed a (free) makeup due to the recession. In a vlog on her Kattan was taking every opportu-nity she could find to do makeup—for friends, for school plays, for basically she was studying finance at the artist. She took a finance job at the Dubai outpost of a consulting firm after gradu-ating, which lasted less than a year before her role at the company was eliminated website, Kattan admits that finance was ichigan–Dearborn,
sister, MMand several members of various Minvestors, along with Alya), who suggest-ed she study makeup. Wincluded Eva Longoria, Nicole Richie, of her entire family, Kattan moved to Los Angeles in 2009 to attend the Joe Blasco “just not the right fit.” It was her other fessional makeup artist. Early clients pleting her coursework, she returned to Dubai and began working as a pro-akeup Training Center. After com-ona (one of Huda Beauty’s early ith the support iddle
Eastern royal families. In 2010, again encouraged by her sisters, she foundedIN A FULL SHE MOMENTS BEFORE FACE OF REMOVED IT ALL FOR OUR SHOOT.GLAM, KATTAN couldn’t find any that delivered glowy, even results without irritating her im-balanced, sensitive skin. Enter Wsolve it.” ful. “Wwish is our command. Wcare?” she says of her new line. “Your eco-friendly alternative to micro- ing videos,” she says. “I knew bro-“I had to go straight back to shoot-while recovering from her nose job. Enzyme Scrub, is an exfoliating whip that you smooth onto dry, clean skin to gently resurface and even skin tone. It’s a combi-nation of soft cellulose pieces (an the anti-inflammatory enzyme beads), alpha and beta hydroxy ac-ids, and a surprise ingredient that inspired the baby-yellow packag-ing: bromelain. Kattan discovered hat do you wish for in good skin The first product, Yo Glow e’re going to ish-
for [reducing] inflammation, so I became obsessed.”juiced a pineapple every day. Wof false lashes would ultimately I took the cast off my nose, it looked like I hadn’t had anything done. I melain was one of the best things could have predicted that a line an exfoliator as a skin-care line’s sole product. But then again, few spawn a billion-dollar beauty em-It’s an unusual choice to launch hen
product everybody needs to have. I use care ingredients work better. “It’s great skin cells, the product also helps skin-everything out.” By whisking away dead this before makeup because it smooths for everyone,” she says, “whether you pire. Kattan realizes some may be insight. “An exfoliator is the one makeup training give her unique face.” But, she says, her hours of to a makeup artist known for “cake dubious about entrusting their skin
ly has very little to do with what you see,” Huda Beauty Mbarks on the ultimate beauty dare: Star-ing directly into the camera, she peels off her lashes. Then, using her long, spar-kling nails, she scoops out a dollop of wear tons of makeup or not.” later and she’s barefaced. “Beauty actual-and gently massages it over her entire face. A few Bioderma-laden cotton pads she says, as the photographer captures At the end of our talk, Kattan em-akeup Remover Balm
picture after picture of her without a stitch of makeup. “Since I like my skin now, I feel confident and proud. Every-body should feel that way.” ▪“I thought [mmof happiness.”me feel a sense ight make akeup]
ARTTAN^ IN^ MAKEUP:^ MAKGAUX^ ANBOUBA;^ WISHF
LS^ SCRUB:^ COURTEUY^ OF^ THE^ BRAND.
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