Huda Beauty: How “Building a Community” Paves their Way to become one of the Fastest Growing Beauty Brands in the World
Starting as a blog in 2010, Huda Beauty made its presence in the beauty industry in 2013, launched by award-winning beauty blogger Huda Kattan and her older sister Mona Kattan under the name of her blog “Huda Beauty”. Within the span of eight years, they have become one of the fastest growing beauty brands in the world. Started with false eyelashes they expanded the range to include liquid lipsticks, lip contour pencils, textured eyeshadow palettes and complexion products — all of which have been instant best-sellers across the globe. In 2018, they entered the fragrance market.
Huda’s lifelong passion for beauty persuaded her to set up her beauty blog HUDABEAUTY.COM followed by launching a YouTube channel and an Instagram account by the same name. Currently Huda Beauty is one of the largest beauty Instagram accounts on the planet with almost 50 million followers, which reflects Huda’s drive to build an informed, engaged, and passionate community with the people who have shared interests. The brand did an unparalleled job of building a tribe of makeup enthusiasts to share their story and gave them the sense of belongingness with their needs and desires, as human beings have the innate desire of feeling a real sense of belonging. And Huda continues to serve them with her expertise and innate intelligence as a makeup artist, which pave the ways of her success in the industry. She connected people to the idea of looking beautiful and feeling beautiful.
In Huda Kattan’s own words “I’ve always been extremely passionate and the type of person who loves sharing information! When I first started my career in beauty I was working as a makeup artist which I absolutely loved but I still felt like something was missing. I wanted to help others by sharing the tricks I had learned and acknowledge all the incredible talented makeup artists, photographers, and models in the industry. I knew that beauty sometimes felt a bit unattainable and cold, and I really wanted to change that. Ultimately, Hudabeauty.com became a place for people to feel beautiful and comfortable, and to share their own inspiration and thoughts around beauty”.
They created a deep connection to their consumers and have become engaged in with its growing community of followers which continues to set it apart with consumers needs and desires embedded in at the heart of its prolific innovation drive.
Huda Kattan’s response to one the interviews questions “what is it about the brand that you think makes it so successful”
“Honestly, it’s our community. They are so loyal and incredible, and they inspire me every day to be the best I can. We listen to their feedback, highlighted with our recent reformulations, like our Faux Filter Foundation and we value their input so much on products they would love us to create and what they would like to see. We wouldn’t be here today without them.”
“We have an incredible community who constantly make me feel proud and humbled by all that we have created, the relationships that I have built with my followers and the trust that I have gained is far more valuable than any business setbacks”.
The brand emphasizes on serving a purpose with every single of their products and giving people power to express themselves as who they want to be regardless of who they are or where they are from.
They solely are using social media platforms and their community to spread their words, and not to mention Huda Kattan’s philanthropic works are a great addition to their marketing efforts. Also, social media platforms made them immune to the present global pandemic. People are shifting towards online shopping as the internet eliminates geography.
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