“Inclusivity is non-negotiable”: Huda Kattan on the future of inclusive beauty and owning your individuality

Fifty-seven million Instagram followers, a beauty empire valued at over $1 billion, and a recently reacquired 100 per cent stake in her eponymous brand—the woman behind these staggering statistics is a force to be reckoned with. The US-based, Iraqi-American entrepreneur Huda Kattan grew from early Instagram popularity to pushing for makeup that caters to people of colour, fostering change in an industry long criticised for its lack of representation.“Inclusivity is non-negotiable,” Kattan says, as she goes on to divulge how she built a beauty behemoth. In a quick chat with the beauty boss, we talk leadership, legacy, and more.

Cosmopolitan India: Congratulations on regaining full ownership of your brand. What inspired the move?

Huda Kattan: Regaining full ownership of Huda Beauty was both an emotional and financial decision. Business aside, I felt it was time to revisit the founding vision that drove me to launch the brand: Passion, creativity, and a real desire to shake up the beauty industry.

I’ve come to realise how important it is to stay true to your mission—even when the world insists your dreams are unachievable. Reclaiming Huda Beauty was my way of saying, “You know what? I can do this; I want other entrepreneurs to know that they can, too.” The move was a poignant reminder that we already have everything we need to change the world, and I feel empowered, now more than ever, to lead my brand with authenticity and purpose.

CI: What does beauty mean to you? Has your definition of beauty evolved over the years?

HK: Beauty goes beyond what meets the eye—it entails how we feel, how we express ourselves, and treat others. Growing up, I often felt like I didn’t fit in, and beauty was my escape. It made me feel confident; in control. As I turned to makeup to mask my insecurities, I felt empowered. True beauty is authenticity, kindness...it’s about embracing your flaws, owning your individuality, and showing up as your real self.

CI: Huda Beauty seems to be focusing a lot more on complexion, and finding the ‘right’ shade. Has it become a core aspect of the brand?

HK: Inclusivity is non-negotiable. Our skin is incredibly complex, and there are a multitude of undertones that aren’t represented in traditional shade ranges. We, at Huda Beauty, take the time to test our products on a wide variety of skin tones in the bid to be more inclusive—and reflect the diversity of real skin. We’re always listening, learning, and want each of you to feel seen and celebrated.

CI: What have been the biggest challenges while building your brand?

HK: Building Huda Beauty has been an incredibly rewarding journey, but one that wasn’t easy. From blogging to business, it took a while to get people to take me seriously. Industry insiders questioned my legitimacy—I wasn’t a ‘real’ entrepreneur. Meanwhile, being a woman in business brought its own set of challenges. I recall sitting in meetings where clients would direct queries to my husband, and he’d say, “She’s the boss. Speak to her.” I had to prove I knew what I was doing, and that the brand was unlike its competitors.

Another impediment was staying aligned with our core vision while scaling the business. You see, there’s this persistent pressure to chase trends, but for me, protecting the soul of the brand takes precedence. We strive to create products that have purpose.

CI: What is the future of beauty in a cluttered space?

HK: Yes, the beauty space is saturated, but that could mean more diversity, innovation, and voices being heard. The future of beauty is rooted in authenticity and connection. Consumers seek brands that feel real—those whose focus reaches further than just a product line. To stand out in today’s overcrowded market, you must understand your audience, lead with purpose, embrace inclusivity, and yearn to be different. 

All images: Getty Images 

This article first appeared in Cosmopolitan India's July-August 2025 print edition. 

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