By  on February 22, 2017

Persistence and a strong passion for beauty helped Huda Kattan, founder of Huda Beauty, build her global beauty brand.“It is evident that anyone can create absolutely anything if they have the passion, persistence, patience and if they recognize the power of the digital era that we live in,” she said on the origins of her brand. “In today’s world where people across the globe can share ideas in an instant, virality is our biggest and best marketing tool.”To explain how important leveraging digital is for beauty brands, Kattan explained how she got her start in the beauty industry. While working in finance, Kattan always had a strong passion for beauty. It was only when she was let go from her job that she realized her passion could be translated into a career.“Clarity in life is rare,” she said on her lightbulb moment of deciding to become a makeup artist. Kattan made a name for herself in Dubai as a makeup artist, but it was her blog and social media presence that helped launch her brand.“We live through Instagram, Facebook, Snapchat and YouTube,” she said on the importance of working across platforms. “The electricity of these social media platforms run through our veins whether people understand it or not.”After many attempts and rejections, Kattan was able to launch her line of false eyelashes at Sephora, selling at volumes that have ranked her brand at number one at many of the world’s top 10 stores.“As a brand we didn’t embrace social media, we were born from it,” she said. “I’d be lying if I said I don’t breathe, eat and sleep Instagram and beauty. Those two things are intertwined for me but it’s how we engaged with our fans that made the real difference.”

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