Founded in 2013 by Iraqi-American makeup artist Huda Kattan, Huda Beauty evolved from an insanely popular 2010 beauty blog into a billion-dollar global cosmetics empire.[25] The brand debuted with false eyelashes that quickly sold out in Sephora Dubai. Harnessing unprecedented social media influence and prioritizing inclusivity, Huda Beauty now sells over 140 trend-setting products worldwide. In 2017, the company reached a $1.2 billion valuation, and by 2024 returned to full founder ownership.