It's been ten years since Huda Kattan launched her make-up brand Huda Beauty. What started as an experiment to sell false eyelashes is now a billion dollar brand – and is about to begin its journey to become beauty's next conglomerate.
I first met Huda at the brand's debut pop-up in central London in 2019, where excited fans queued around the entire of Covent Garden waiting in the November chill to meet the megainfluencer. After witnessing the Hudamania firsthand, it's easy to imagine that she'll have the consumer backing to achieve her conglomerate ambition.
After all, they've