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Huda Beauty Ranks Higher Than Kylie Cosmetics as World’s Most In-Demand Makeup Brand

Huda Kattan Huda Beauty

Entrepreneur Huda Kattan, founder of Huda Beauty. Photo: Instagram/ @huda

Huda Kattan‘s beauty brand has retained its position as the most in-demand cosmetics brand across the globe for 2020, according to the Cosmetify Index. Kattan’s Dubai-based label Huda Beauty beat out market competitors such as Kylie Cosmetics, MAC Cosmetics, and Anastasia Beverley Hills, to secure the top spot.

The index rankings have been revealed by beauty price comparison website, Cosmetify, which looks at the world’s biggest beauty brands and evaluates them using certain criteria, including Google search volume, Instagram followers, hashtags, and consumer engagement. The latest figures from the Cosmetify Index highlighted that out of the 1,710 beauty brands it ranks, Huda Beauty is the most searched for and purchased.

“Huda Beauty has consistently taken the top spot in our ranking, which is little surprise when you see the numbers, with 47.9 million followers on Insta and 27 million hashtag mentions, too,” says Cosmetify. “However, it’s been an interesting quarter for the brand, which saw Huda Kattan herself step down as chief executive of the company and focus her energies on other aspects of this.”


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The American-Iraqi entrepreneur founded the Huda Beauty empire in 2013, after initially starting out as a makeup artist and a beauty blogger, and identified a gap in the industry after struggling to find suitable false eyelashes. Since its launch, the company has seen exponential growth, becoming one of the fastest-growing cosmetic companies in the world.

An active participant on social media, the former Vogue Arabia cover star is often praised for her authenticity when sharing her journey online, making her one of the most personable entrepreneurs out there. Most recently, the beauty mogul stepped down as CEO of Huda Beauty, appointing Nathalie Kristo in her place. Kattan, who still remains chairwoman of the company, explained her reasons for stepping down on social media, where she was praised for her honesty in sharing her struggles through the lockdown and feeling unfulfilled in her role as CEO.

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