Midas Touch

Iraqi-American makeup artist, beauty blogger and founder of the cosmetics line Huda Beauty, Huda Kattan doesn’t need any introduction. Going strong with over 38 million followers on Instagram, Huda has never let success come in the way of ethics. Best in class products, a new fragrance line and ever growing brand portfolio, Huda is of the opinion that engaging with people on social media enables to understand the demand and expectation better. We speak to the makeup maverick to know about her journey. Edited excerpts…

You have 36M followers on Instagram. Why do you think you appeal to so many different people? Do you answer to any DM’s or inboxes?

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I think I appeal to most people because I don’t speak to just one audience or do anything with one culture or type of person in mind. My social family has a love for beauty and self-expression, and I speak to that on every level. I like to express beauty in so many ways to appeal to everyone and to inspire them to dream big and own who they are.

What's your daily makeup routine when you’re not on camera or shooting?

My makeup routine really boils down to what I am doing that day. I come to the office bare-faced every day and I generally stay makeup-free for most of the day, unless I have a photoshoot, or I am filming a tutorial, or have an event to attend. That’s when I do full makeup – contour, eyeshadow, fake lashes (my favorite are Farah #12), brows (I swear by Benefit Ka-Brow!), and lipstick (our Liquid Matte in Bombshell is my go-to). I would say my makeup is “all or nothing.

Do you ever get social media fatigue and feel like it's overwhelming?

Absolutely! With all of our launches lately, I’ve definitely been feeling it more than ever. It’s tough not to feel it with a social-led brand like ours – we’re always on. The most overwhelming part of it comes with negative comments and haters. I truly believe in not engaging with negativity as you are fighting a losing battle – and I really and truly believe that.

Your views on botox and surgeries?

I have always been really open about my plastic surgery. I have nothing to be ashamed of and I have always wanted to share every beauty experience, good or bad. The reason I created my blog, Hudabeauty.com, was so I could share beauty tips, advice, give recommendations and promote amazing talent in the industry. I always encourage people to share their experiences as other people may be looking to do a similar procedure and could use some helpful advice and tips.

When applying foundation, how important is technique?

I think tools and application are just as important as the formula when it comes to foundation. Every time I launch a product, I always include a hack to help people with application. If you’re using a liquid foundation, you should always use a damp beauty blender – never dry. It will instantly help you achieve a flawless finish.

When and why did you actually decide to foray into beauty?

Ever since I knew what makeup was, I loved it. When I understood how powerful makeup was and how it could alter your feelings and confidence, I wanted to share that power with the world. My passion for beauty comes from the feeling that makeup can give you, no matter how much or little you choose to use and apply.

What were the obstacles and challenges you faced after entering into the beauty space and expanding it through social media?

In the first year of starting the business, I really wondered if our company would survive. A big challenge was that we were growing too quickly because of our social media platforms and simply didn’t have the money to grow it with. We went through a period of explosive growth where we were getting so many orders, but we couldn’t fulfill them as we didn’t have enough money to continue ordering from distributers. Our father sold his property to lend us the money which was crucial for us to take the business to the next level.

Tell us about the foundation and contour trend in 2019 keeping inclusivity of beauty trends in mind?

This is crucial to every brand right now! In fact, I wouldn’t call it a trend because trends come and go. Diversity and Inclusivity when it comes to foundation is a must. I think the brands that do it right are the ones that understand that it’s not just about how many shades you have, it’s about having shades that match people’s skin tones. You can come out with 150 shades, but if you don’t understand tones and undertones then the range could be totally useless.

You have recently collaborated with Jacqueline Fernandez. How was the experience?

Working with Jacqueline was amazing! She’s so beautiful inside and out and one of the easiest people to work with. I really do consider her to be a muse in more ways than one! When I approached her for the collaboration, she was so incredible and really wanted to help me bring her unique lash to life. We ended up creating a pretty dramatic lash, symbolic of her Bollywood days! There are definitely more lash collaborations to come but we can’t say anything until they’ve launched!

What is different in your product than others in the market?

I think we have our own place in the market, and it is attributed to our relationship with our social media family and their role in our business. We absolutely pay attention to trends in the market and what’s driving growth for other businesses, but these two things don’t influence our product development plans as much as they probably do for most luxury companies. Our inspiration comes from what our community wants, and we take that and figure out how to deliver using the best technology and formulas. We offer high quality products, but our communication with our audience is unique.

Tell us about your fragrance line, Kayali. What products are covered under the same?

KAYALI means ‘my imagination’ in Arabic, and that perfectly summarises the transformative ability of fragrance – it can take you to another place and time in just an instant. KAYALI |01 is the name of our first collection of 4 fragrances that can easily be layered together! Growing up in the US, we quickly realized that the rest of the world was missing out on the Middle Eastern tradition of perfume layering which is essentially why we created KAYALI. We want everyone to feel inspired to create their own fragrance through perfume layering!

What is the proudest achievement of your career?

When we were just starting out, we weren’t taken as a serious brand for a long time. There was a lot of frustration because retailers and distributors thought we were just some young girls with a hobby. I am so proud that my sisters and I stayed true to our vision and were able to take Huda Beauty from an idea to what it is today. One of the biggest rewards has been succeeding in a space where it isn’t common for an individual or a family-owned business to do so. On top of that, we have a huge impact on people’s lives.

One makeup technique that you feel people are struggling to do it right. Please share a tip to go about it.

Over-lining your lips can be just as effective as cosmetic procedures and it’s not hard to do! It’s really amazing what you’re able to achieve with lip contouring instead. For a perfect pout; prep your lips to improve consistency of application. Gently exfoliate with a lip scrub and blot off any excess oils. Line your lips using a Lip Contour Pencil and fade towards the center (go as big as you want!) Apply a thin layer of Liquid Matte or Demi-Matte (your pick!) to fill in your lips. Allow approximately 30 seconds for color to set to an opaque finish.

Rapid fire

Most relied on hairstyling product and/or tool

Dyson Hair Dryer

Cleanser of choice

Tatcha Gel Cleanser and Cleansing Oil

Scent of choice

I love all of our Kayali collection – especially Elixir. But, I’m also a huge fan of Christian Dior Perfume: Fève Délicieuse and La Colle Noire are my favorites.

What, if anything, is usually on your lips?

My Lip Contour in Trendsetter or Labello Cherry Lip Shine

Any other brand apart from your own that you would recommend:

I don’t sell any brow products, so I’d have to say Benefit. Their Ka-Brow product is one of my favorite brow products of all time.

Your hairstylist

Eduardo Bravo or Dominic Seeley

Netflix and chill outfit

One-piece pajamas! My daughter and I have a couple matching ones

Cure for sadness

My daughter, Nour – she brightens my day in a second