The Best Huda Beauty Products We Keep Buying on Repeat

There’s arguably no brand that better exemplifies the intersection between the social media and beauty worlds than Huda Beauty. What first started as makeup artist Huda Kattan’s beauty blog back in 2010 has transformed into a veritable beauty—and social media—juggernaut over the past decade. It’s now one of the world’s fastest-growing beauty brands, with over 50 million instagram followers at last count. The makeup artist-turned-blogger-turned-successful entrepreneur creates makeup for girls who love makeup and love playing with it—think high-quality false lashes, richly pigmented eyeshadow palettes, and complexion products that mimic the effects of your favorite filter. (It’s also worth noting that Kattan continues to expand her reign, and recently launched separate fragrance and skincare lines.) In a world where no-makeup makeup is so popular, we appreciate that Huda Beauty continues to embrace maximalism and the outlet of wearing makeup, using it to express yourself—both on social and IRL—and offering all of the above via products that boast high-end formulas and textures, with one launch impressing us more than the next.

Huda Beauty

Founded: Huda Kattan, 2013

Based In: Dubai

Best Known For: Bold, vibrant, dramatic makeup

Pricing: $$-$$$

Most Popular Product: False lashes

Fun Fact: Kattan actually owns National Lipstick Day, July 29. She says she bought the rights to the holiday in 2016 to mark the launch of the brand’s Liquid Matte Lipstick—talk about a boss move.

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“I didn’t wake up one day and think, I want to start a beauty empire, ” says Kattan, when asked what inspired her to start Huda Beauty. “I was focusing on my blog content and my audience continued to grow, taking my advice and requesting more. At one point, I was unhappy with the false lashes on the market so I created my own in my basement and showcased them on my pages. My audience wanted them, the requests grew and grew, and it really just took off,” she says. While that initial launch was back in 2013, all of the (many) products since then have followed a similar trajectory—a result of consumer demand. “We’ve continued to create products that our beauty-obsessed social community needs and wants and the company has grown as a result of that,” Kattan explains.

Speaking of a social community, the connection between Huda Beauty and social media can’t be underscored enough. Along with her over 50 million Instagram followers, there’s also a YouTube channel with over 4 million subscribers. It makes sense that the brand’s growth coincided with the social media boom; the Huda Beauty target consumer is not only beauty-obsessed but also social media savvy, Kattan tells us. She adds that fostering this community and giving them what they need—not only as it pertains to products, but beauty advice, too—is at the core of the brand, with the ultimate goal of helping everyone feel empowered, confident, and joyful, all while sharing a love of makeup.

Read on to learn more about our favorite Huda Beauty products and links to our full reviews.

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Classic Lashes

Huda Beauty
The Overachiever High Coverage Concealer
$15.00

Following in the footsteps of the #FauxFilter Foundation, this concealer also packs some serious coverage; credit a formula made of 31% pure pigments that completely camouflages everything you want camouflaged, according to the brand. It too is long-lasting and budget-proof, and while it can be used anywhere on your complexion, we especially like it for the under-eye area. Not only are there skincare ingredients in the mix for moisturizing and protective benefits, but there’s also a metal tip—the kind we’ve only seen in eye creams previously—that makes it feel extra cooling and soothing as you apply it.

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