A year after regaining her control over the company, Huda Kattan has now decided to add 'owner' of Huda Beauty to her name. Although she remains secretive about the details of the deal, it is clear she put significant capital into obtaining complete ownership. Kattan mentioned, 'we saw big changes' describing the development with the brand. "All the energy has been put into correcting things. Products are different, the branding is different, and even the messaging has shifted. How we manage internally has changed a lot as well."
According to her, beauty in the modern world is failing to shine due to the overwhelming need to chase revenue, which is why they have decided to shift the direction on Huda Beauty into a complete stylistic redesign initiated from the ground up all done on her terms.
Kattan observes the unoccupied areas and says that there isn't much innovation in beauty. "The beauty world needs to be fun again. It should feel like an oasis that energizes you," she commented, knowing her supporters felt the same way. "Makeup does not excite people as it used to."
"I focus a lot on Huda Beauty and I love this area," she claimed. "I'm really pushed by trying to figure out what we can do, and how we can put the fun back into this place."
Alongside her other plans, Kattan aims to cater to her core customers while also attending to other preferences. "We cater to the glam lovers, but we want to expand our audience a bit," Kattan explained. "I think there are many more people that can be exposed to our brand." We want to grow our group because I think we can seem a bit scary to folks," she mentioned. "You'll see that in our upcoming products. We've always been super glam, and we still are, but I think we can make that less scary."
Kattan, who says, "You should dress as if it's your wedding day every day," also feels that the growth of her brand fits well with her life changes. "I was tired of making myself look nice for others," she said. "We got to a time where we were at home, and we wanted to look good for us. There came a deep change in asking, 'Who are we doing this for?' It's all about who we are."