Huda Kattan

Huda Kattan published a video claiming that Israel was behind the First and Second World Wars, 9/11 and the attack of 7 October 2023. The ADL and other organisations described these claims as historically false antisemitic conspiracy theories. TikTok removed the video for violating its rules, and Sephora said it was reviewing its relationship with the brand.

State of the evidence

Documented

Attribution

Directly implicated

Following the start of the 2023 Israel-Hamas war, Huda Kattan interrupted some of her usual commercial promotion and posted strongly pro-Palestinian messages. A reply to an Israeli internet user referring to 'blood money' amplified the controversy, and a boycott campaign and petition called on Sephora to remove Huda Beauty.

State of the evidence

Documented

Attribution

Political responsibility

Consumers sued HB USA Holdings, trading as Huda Beauty, alleging that Neon Obsessions palettes were marketed for use around the eyes even though certain colourants had not been approved by the FDA for that purpose in the United States, and that important information had not been adequately disclosed. A settlement received final approval in July 2022 and provided for refunds and presentation changes.

State of the evidence

Settlement

The Huda Beauty blog published 'Why Your Vagina Gets Dark And How To Lighten It', offering advice on lightening the vulval area. The article was strongly criticised for reinforcing harmful beauty standards, colourism and, through a recommendation concerning weight, messages perceived as fatphobic.

State of the evidence

Documented

Attribution

Directly implicated

Huda Kattan used a photograph of skin-positive blogger Em Ford in a post offering advice on acne scarring. Ford publicly criticised the use of her image and the message, which she considered contrary to her work normalising acne.

State of the evidence

Documented

Attribution

Directly implicated

When Easy Bake powder launched, internet users and beauty creators accused Huda Beauty of closely copying the visual and verbal identity of smaller brand Beauty Bakerie, which was already built around a baking theme and its Flour Setting Powder.

State of the evidence

Alleged

Attribution

Directly implicated