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Sephora’s Huda Ultimatum

In the wake of an uninformed, objectively antisemitic TikTok screed by Huda Kattan, the Huda Beauty founder, Sephora has dropped the brand from a big fall promotion—at substantial cost and effort. Will the retailer now decide to drop the brand altogether?

Huda Kattan
It’s an unfortunate situation for all parties involved, but none more than Huda Beauty: After years of struggling through a post-Instagram makeup slowdown, Covid, and more, the brand has managed to not just turn the business around, but also achieve growth this year that far outpaced the rest of the category. Photo: Cedric Ribeiro/Getty Images for Huda Beauty
Rachel Strugatz
August 20, 2025

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Sephora has been surprisingly quiet in the wake of the recent controversy surrounding Huda Kattan, the founder and co-C.E.O. of Huda Beauty, who posted a revolting TikTok video last month to her 11 million-plus followers alleging that Israel was behind World War I, World War II, and September 11. Sure, the brand’s exclusive North American retail partner issued a statement on August 7, noting that they were “actively reviewing” the issue internally and “working with the brand,” but only obliquely gestured at the incident. (The video was swiftly removed by TikTok, and Kattan posted a six-and-a-half-minute semi-apology video on August 8.)