Huda Beauty, the make-up company founded by influencer Huda Kattan, has rebranded.
The Dubai-based cosmetics business unveiled a new logo and revamped packaging in a video on Kattan's YouTube channel that has been viewed more than one million times.
The refreshed logo is now in a lower case, sans serif font with rounded edges.
A supporting monogram has also been unveiled as part of the new brand identity.
Kattan's sister-in-law is said to have designed the original logo which first appeared on the make-up artist's blog.
The new look was developed in-house and is described by the Huda Beauty team as "bold but approachable" in an effort to stand out from competitors.
The original Huda Beauty (top) and the new look
"This is an opportunity for us to really define who we are as a brand, who we are in the industry," said Kattan in the video during a meeting. "What is that vibe and flavour that we make people feel?
"We talk about empowerment, we talk about feelings, but we haven't yet created that as a brand for our look and feel.
"I don't think we took it seriously enough, we were always thinking about the product inside than the packaging.
"Well, now we have to do the packaging. We're here, we're playing with the big dogs, so we have got to do it."
The rebrand will gradually roll out across the Huda Beauty product portfolio, with Easy Bake Loose Powder being the first to sport the redesign.
Easy Bake's packaging will now feature the new logo, rounded corners, embossed lettering, and a removable flexible sifter.
Kattan announced a company rebrand in February as part of an internal shake-up which included the discontinuation of make-up/skin care hybrid line Glowish.
The changes will be documented and released as a video series via the Huda Beauty YouTube channel, said the brand.
Commenting on the pivot from the previous logo to the new one, Kattan said: "Saying goodbye to the old logo was really hard.
"There was this aspect of shedding your skin, and saying goodbye to who you were.
"That old logo represents so much of our brand, of me, and all my struggles I went through as well.
"Change is hard, even good change. We always resist change as humans but I'm ready for this one."
