what happened to huda beauty
Huda Beauty is still very active as a brand, but it’s currently under heavy online backlash and boycott pressure rather than “gone.”
Quick Scoop: What’s Going On With Huda Beauty?
1. The brand is still operating
- Huda Beauty continues to launch and promote new products, including relaunches like its Easy Bake Pressed Powder, using large, multi‑channel campaigns across social media and retail.
- The company is now an independent brand again, after Huda Kattan bought back full control and ownership in 2024–2025, giving her more direct influence over its direction.
2. Recent controversy and boycott
The big “what happened?” right now is a fast‑growing boycott, not a closure.
- Huda Kattan reposted or shared content about Iran that many Iranians and diaspora activists view as echoing pro‑regime propaganda or downplaying the realities of repression.
- Iranian women and supporters, including influencers, started a viral boycott:
- Filming themselves throwing away Huda Beauty products.
* Leaving flyers outside stores such as Sephora and contacting customer service to demand the brand be removed.
* Using social platforms (Instagram, TikTok) to explain why they feel betrayed after supporting the brand through years of political and economic hardship.
One widely shared argument is that many Iranian women used Huda Beauty products while living under violent crackdowns and now feel her content ignores or misrepresents their struggle.
3. Huda Kattan’s response so far
- Kattan later addressed the backlash by saying she did not intend to support the Islamic regime and doesn’t feel knowledgeable enough to speak deeply on Iranian politics.
- She drew parallels with her own Iraqi family’s experience with the United States, framing her post as coming from a place of limited understanding and personal trauma rather than support for oppression.
- At the time of the latest reports, she had not issued a strong, detailed apology or clarification that satisfied many critics, and some coverage notes that “silence” or cautious statements can fuel further anger in today’s beauty‑influencer landscape.
4. Retail and industry reaction
- Shoppers are now pressuring major retailers, especially Sephora, to take a clear stance or even drop the brand, with petitions and social media campaigns circulating.
- As of the latest reports, there has been heavy scrutiny and some past instances of retailers limiting her visibility (such as being excluded from a major campaign after an earlier controversy), but no universal, permanent drop across all retailers has been confirmed.
5. Ongoing trajectory of Huda Beauty
- In parallel to the backlash, Huda Beauty is still releasing products and running marketing pushes, which shows the business itself is ongoing rather than shut down.
- The brand’s future reputation will likely depend on:
- How strongly Kattan clarifies or changes her public stance.
2. Whether retailers respond to boycott pressure with concrete actions.
3. How loyal customers outside the boycott movement react over the next year.
Mini forum‑style take
Some forum and social chatter frame it as “another beauty brand canceled over politics,” while others emphasize that, for Iranians, this is about life‑and‑death realities, not simple drama.
There’s also a recurring point that when a founder’s face and voice are the brand, their personal posts are effectively part of the product—and customers are now treating them that way.
TL;DR:
Huda Beauty hasn’t disappeared; it’s still selling and launching products, and
Huda Kattan is back firmly in control of the company. The “what happened to
Huda Beauty” buzz comes from a major, Iran‑related social media controversy
that has sparked a widespread boycott movement and heavy pressure on
retailers, especially from Iranian women and diaspora communities who feel
misrepresented or hurt by Kattan’s posts.
Information gathered from public forums or data available on the internet and portrayed here.