Huda Beauty’s Bold Comeback: How Huda Kattan Rebranded After Controversy
The Scandal That Shook Huda Beauty
In 2019, Huda Beauty found itself in hot water when its Neon Obsessions eyeshadow palettes became the subject of a major controversy. The brand was accused of using colorants that were not approved by the U.S. Food and Drug Administration (FDA) for use around the eyes. Even more concerning, the product packaging allegedly concealed warnings stating that the palettes were “not intended for the eye area,” misleading customers and raising safety concerns.
As a result, a lawsuit was filed, and after a lengthy legal battle, Huda Beauty agreed to pay nearly $2 million in 2022 to settle the claims. The scandal threatened the brand’s reputation, raising questions about transparency, trust, and product safety.
How Huda Kattan Turned the Brand Around
Rather than letting the controversy define Huda Beauty’s future, founder Huda Kattan took matters into her own hands. After stepping away from the CEO role in 2020 to focus on product development, she made a major comeback in 2024, reclaiming her position as CEO.
Huda’s return marked a new era for the brand, one centered on transparency, authenticity, and quality. She acknowledged past mistakes and emphasized her renewed commitment to creating safe, high-quality products while maintaining the bold, trendsetting vision that made Huda Beauty a billion-dollar brand.
One of Huda Kattan’s first major moves as CEO was a full-scale rebranding of Huda Beauty. The goal? To rebuild trust with consumers and position the brand as a leader in both beauty and ethical responsibility.
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New Logo, New Look, Same Huda Beauty
Huda Beauty introduced a new logo, updated packaging, and a refreshed brand identity that better aligned with its values of empowerment and inclusivity.
- Updated Product Packaging: A major focus was on improving packaging aesthetics and functionality. For example, the Easy Bake Loose Powder was redesigned with rounded corners, embossed lettering, and a removable flexible sifter—a small but impactful detail that made the product more user-friendly and visually appealing.
- More Transparency: Huda Beauty also increased transparency around ingredients and product safety, ensuring customers had all the necessary information before making a purchase.
Winning Back Consumer Trust
Huda Beauty didn’t just stop at a new look—the brand worked hard to rebuild relationships with its customers.
- Engaging More with Fans – Huda Kattan personally took to social media to connect with fans, answer questions, and show a more personal, unfiltered side of herself. This helped customers see the brand’s authenticity and willingness to improve.
- Commitment to Safe Ingredients – The company made a public commitment to product safety, ensuring all new launches met strict regulatory standards across global markets.
- Focus on Ethical Beauty – Huda Beauty reinforced its stance on cruelty-free and vegan-friendly products, aligning with modern beauty trends that prioritize ethical sourcing and sustainability.
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The Road Ahead for Huda Beauty
Despite the scandal, Huda Beauty remains one of the most influential brands in the beauty industry. By owning its mistakes, committing to change, and delivering high-quality products, the brand has successfully bounced back and reaffirmed its place as a global beauty powerhouse.
Huda Kattan’s bold leadership and willingness to evolve have proven that even the biggest brands can stumble—but how they rise back up defines their legacy.
