Huda Beauty has come a great distance since its 2013 launch.
Huda Kattan — the vlogger and influencer finest recognized for her wacky, usually viral magnificence hack movies — has simply landed a significant funding for her 4-12 months-previous eponymous make-up model, Huda Beauty. According to WWD, the corporate has acquired a minority funding from TSG Consumer Partners, a non-public fairness agency which has additionally invested in manufacturers like Smashbox and It Cosmetics (each of which are actually owned by main magnificence conglomerates — Estée Lauder and L’Oréal, respectively).
The Dubai-based firm first launched in 2013 with a small line of false eyelashes, however has since expanded into a number of shade cosmetics classes, together with highlighters, lip colours and eye shadow palettes. In the US, it is distributed by Sephora, whereas UK consumers can buy Huda Beauty merchandise at Harrods, Selfridges and Cult Beauty.
This funding is important as a result of it would make Kattan the primary magnificence influencer to acquire such a a deal. Much of the success of her firm hinges on her 22 million Instagram followers, 4 million YouTube subscribers and 1.5 million distinctive month-to-month weblog guests. Where different influencers akin to Michelle Phan, Jaclyn Hill and Patrick Starrr have seen success by collaborating with present make-up manufacturers, Kattan is thought to be the primary to have constructed her personal unbiased firm with out counting on conventional, established channels. And it’s certainly profitable: According to WWD, Huda Beauty is predicted to usher in $200 million in retail gross sales for 2017.
Whether this funding might imply sale to a magnificence trade big, akin to Lauder or L’Oréal, is in Huda Beauty’s future stays to be seen. But it is clear Kattan that also sees loads of room for enlargement with the enterprise she’s constructed thus far. “There’s so much more we want to do right now,” she mentioned in an interview with WWD. “We’ve only hit 40 Sephora doors in the U.S. and our productivity is really high. We want to go into more Sephora doors — that’s really important. We’ve not going to be in every single store, that’s never our goal, but we want to be in more places and more accessible.” She additionally famous that worldwide markets are a present focus for the corporate, with consideration towards increasing into Singapore, Malaysia, Indonesia and different international locations.