“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 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 women (and men) of colour,  inviting 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 such a personal and emotional decision for me. It wasn’t just about business, it was about going back to the heart of why I started this brand in the first place: Passion, creativity, and a real desire to shake up the beauty industry. Over the years, I’ve realised how important it is to stay true to your vision, even when people tell you your dreams are too big or impossible to do on your own. 

Reclaiming the brand was my way of saying,"You know what? I can do this—and I want other entrepreneurs out there to know they can, too." It’s been such a powerful reminder that we already have everything we need to change the world, and now I feel more empowered than ever to lead the brand with authenticity and purpose. 

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

HK: Beauty, for me, has become so much more than just how we look—it's about how we feel, how we express ourselves, and how we treat others. Growing up, I often felt like I didn’t fit in, and beauty was a way for me to feel more confident and in control. It was empowering, but also something I used to mask insecurities. Over the years, that definition has completely evolved. I've come to realise that true beauty is about authenticity. It’s about embracing your flaws, owning your individuality, and showing up as your real self. Beauty is confidence, it’s kindness, and it’s the energy you give to the world.

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: Complexion has definitely become a major focus for us. From the very beginning, inclusivity has been a non-negotiable for me. Every single shade we create is developed with intention, making sure we get the undertones right and truly reflect the diversity of real skin. Our skin is incredibly complex; there are so many undertones that just haven’t always been represented in traditional shade ranges. That’s why we take the time to test our products on a wide variety of skin tones. We’re always listening, always learning, and we want every person who uses our products to feel seen and celebrated.

CI: What have been among the biggest challenges you've faced while building your brand?

HK: There have definitely been a lot of challenges. Building Huda Beauty has been an incredible experience, but it wasn’t easy. One of the biggest challenges was getting people to take me seriously in the beginning. Coming from a blogging and influencer background, a lot of people in the industry didn’t see me as a “real” entrepreneur. And being a woman launching a business added another layer. I remember sitting in meetings where people would direct everything to my husband, and he’d literally have to say, “She’s the boss, talk to her.” I had to work really hard to prove that I knew what I was doing and that this brand had something special to offer. Another big challenge was staying true to our vision as we scaled. There’s always pressure to chase trends or do what everyone else is doing, but for me, it’s always been about protecting the soul of the brand—staying authentic, listening to our community, and creating products that have purpose.

CI: What, according to you, is the future of beauty in a cluttered space?

HK: The beauty space is definitely crowded, but honestly, I think that’s a good thing. It means more diversity, more innovation, and more voices being heard. The future of beauty is rooted in authenticity and connection. People want brands that feel real, that understand them, and that stand for something bigger than just products. The brands that will really stand out are the ones that listen to their audience, lead with purpose, embrace inclusivity, and aren’t afraid to be different.

All images: Getty Images 

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

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