Sephora Drops Huda Beauty After Pro-Palestine Controversy: What It Means for the Industry and Beyond

The global beauty industry thrives on glitz, innovation, and influence—but every so often, politics collides with powder. That’s exactly what happened when Huda Kattan, founder of the billion-dollar brand Huda Beauty, posted a now-removed TikTok video pushing conspiracy theories and linking Israel to events like World War II, September 11, and the October 7 Hamas attack.

The fallout was swift. Advocacy groups like the Anti-Defamation League called out her words as “irresponsible and dangerous,” while social media erupted with debates over freedom of expression versus harmful misinformation. TikTok deleted the video for violating its policies, though Kattan insists she removed it herself.

Sephora’s Decision

By late August, Sephora made its move. In a decision that stunned many industry insiders, the retailer removed Huda Beauty from its prestigious fall “Experts” campaign, a star-studded promotional push featuring names like Gucci Westman and Mario Dedivanovic.

This wasn’t just a quiet removal—it meant scrapping ads, pulling creative assets, and reworking in-store displays, all on the eve of a major seasonal launch. It sent a loud message: for Sephora, brand alignment and consumer trust outweigh even the strongest sales performers.

The World Reacts

Advocacy Groups

Jewish watchdogs and anti-hate organizations applauded Sephora’s decision, with StopAntisemitism even urging a complete brand boycott.

Consumers

The beauty community split down the middle. Some customers vowed to ditch Huda Beauty altogether, while others rallied behind Kattan, praising her unapologetic pro-Palestinian stance. For many, buying or boycotting became less about makeup and more about identity.

Industry Analysts

Retail experts point out that Huda Beauty isn’t vanishing from Sephora’s shelves just yet—the brand remains available online and in stores. But being excluded from a campaign of this scale is a reputational blow, stripping away prestige and prime visibility right before the all-important holiday shopping season.

Business Fallout: Numbers Don’t Lie

The backlash is already showing up in sales. Reports in mid-August revealed that 8 of Huda Beauty’s 10 best-sellers declined on Sephora’s site, with some products down nearly 45%. Even sponsored placements that once dominated Sephora’s search rankings have thinned out.

Yet Huda Beauty isn’t a small player that can be written off. As of July, the brand still accounted for 4.6% of Sephora’s makeup sales, up from 3.2% last year. Its cult-favorite “Easy Bake” powder remains one of the top five makeup products on Sephora’s entire platform.

And globally? Huda Beauty is carried in Harrods, Cult Beauty, Nykaa, and more. Its fan base—particularly in the Middle East and Asia—remains fiercely loyal, providing a cushion against Western backlash.

For Sephora, the decision reinforces its image as a retailer that listens to its customer base and takes a stand against content deemed harmful or antisemitic. For Huda Beauty, the road ahead looks rockier. She faces declining sales, fractured public opinion, and the challenge of balancing political advocacy with brand responsibility.

But if history has shown us anything, it’s that beauty brands with cult followings rarely vanish overnight. Huda Kattan’s empire is too global, too diversified, and too beloved in certain markets to crumble entirely. The bigger question is whether she can rebuild bridges in the West—or if her brand pivots to markets more aligned with her advocacy.

When politics enters the beauty aisle, no one walks away untouched. Sephora’s decision to cut Huda Beauty from its fall campaign is more than just a business move—it’s a cultural moment. It underscores the power of consumers, the risks of speaking out, and the fine line between influence and accountability.

Huda Kattan once built an empire on the belief that makeup is about transformation and empowerment. Now, she faces a transformation of a different kind: one that could redefine her brand, her legacy, and perhaps even the future of beauty activism itself.

Bang. 💥 The message is clear: in 2025, lipstick and politics aren’t just sharing the same mirror—they’re colliding head-on.

The Uncommon Breed

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