Brushes to Billions: The Huda Kattan Blueprint

I’m Back—And Creators Blueprint Just Got Even Better....I’ve missed this.

Taking a step back was necessary—I needed time to reassess Creators Blueprint and ensure it truly delivers the value you deserve.

Now, I’m back, refreshed, and ready to share even more powerful insights to help you create, scale, and win.

Expect sharper strategies, deeper lessons, and real-world blueprints for success—no fluff, just what works.

…and the first post is a good one. Ever wondered how did a first-generation Iraqi-American, who struggled to secure stable work as a makeup artist, build a global beauty empire from scratch?

A brand now valued at over a billion dollars?

Well you’re in for a treat as I’m going to dissect the journey of Huda Beauty’s founder Huda Kattan — her relentless hustle, setbacks, victories, and the strategies that transformed her into an industry mogul.

Humble Beginnings & An Unwavering Passion for Beauty

Born on October 2, 1983, in Oklahoma City, USA, to Iraqi immigrant parents, Huda Kattan’s life was anything but predictable. Her family moved frequently—from Tennessee to Massachusetts—before finally settling in Dartmouth, Michigan. Even as a child, Huda was captivated by beauty. She’d often borrow her sister’s makeup and spend hours recreating celebrity looks in front of the mirror.

Despite her passion, beauty wasn’t seen as a viable career path. Coming from a traditional Middle Eastern household, her parents envisioned a more conventional, stable profession for her. As a result, she pursued Finance at the University of Michigan-Dearborn. Yet, the pull toward beauty remained undeniable.

From Makeup School to Struggling Artist

In 2006, Huda made a life-altering decision—she moved to Los Angeles to enroll at the prestigious Joe Blasco Makeup School. There, she mastered the intricacies of contouring, highlighting, and special effects makeup. Post-graduation, she hustled as a freelance makeup artist, but the road was arduous. The competition was cutthroat, and opportunities were inconsistent.

She eventually secured a corporate position as a makeup artist for Revlon, but the rigid structure drained her creativity. “It was soul-crushing,” she later admitted. Dissatisfied, she moved to Dubai in 2008 to be closer to her family. This relocation would unknowingly become the foundation of her beauty empire.

The Power of Blogging & Social Media (2010-2013)

In 2010, Huda launched HudaBeauty.com, a beauty blog offering makeup tutorials, product reviews, and honest opinions on the latest industry trends. At the time, social media was still in its infancy, but she recognized its potential. Her comprehensive tutorials and unfiltered reviews resonated with an audience hungry for authenticity.

By 2013, Huda had amassed millions of views. However, while blogging established her as a beauty authority, it wasn’t enough to generate significant income. That’s when she identified a market gap and seized the opportunity.

The Birth of Huda Beauty (2013-2016)

During her makeup career, Huda noticed an increasing demand for high-quality false eyelashes. The market lacked dramatic, luxurious options that catered to a diverse clientele. With a $6,000 loan from her sister, Mona, she took a leap of faith and launched Huda Beauty’s first product—false eyelashes.

The initial hurdles were substantial—she had no established manufacturing connections, no major investors, and no advertising budget. However, her defining moment came in 2013 when Kim Kardashian wore her lashes, catapulting them into instant demand. The product sold out in Sephora Dubai within days, affirming that she was onto something monumental.

Scaling from Startup to Industry Giant (2016-Present)

By 2016, Huda Beauty was no longer just a lash brand—it had evolved into a full-fledged beauty powerhouse. Each product launch—whether liquid lipsticks, highlighters, or foundations—generated millions in sales. Unlike conventional beauty brands that focused on subtle enhancements, Huda’s aesthetic was bold, glamorous, and unapologetically extravagant, resonating with Middle Eastern, South Asian, and global consumers alike.

Key Strategies Behind Her Success:

• Influencer-Led Marketing: Instead of relying on traditional advertising, Huda leveraged her own following (now over 50M Instagram followers) to promote her products, significantly cutting marketing costs.

•  Direct-to-Consumer (DTC) Model: She bypassed conventional retail middlemen by selling online and through Sephora, ensuring better profit margins and a direct relationship with customers.

•  Championing Inclusivity: Her foundation line launched with 30+ shades, challenging the beauty industry’s historical lack of diversity and setting new standards.

• Strategic Investment: In 2017, Huda partnered with private equity firm TSG Consumer Partners, securing $200M in funding to scale operations while maintaining control over her brand.

Challenges & Controversies

Like any major entrepreneur, Huda Kattan has faced her share of criticism and challenges:  

• Cultural Appropriation Allegations: Some critics accused her of capitalizing on Middle Eastern aesthetics without addressing pressing socio-political issues in the region. 

•  Product Quality Concerns: Some launches, such as the Rose Gold Palette (2016), faced backlash over formulation issues. 

•  Copycat Accusations: Smaller indie brands accused Huda Beauty of releasing products eerily similar to theirs.

However, rather than shying away from controversy, Huda owned up to her missteps, reworked product formulations, and consistently innovated.

Huda Kattan’s Financial Milestones & Business Expansion

•  2017: Huda Beauty valued at $1.2 billion 

•  2018: Named in Forbes’ Richest Self-Made Women List 

•  2020: Expanded into skincare with Wishful Beauty 

•  2022: Personal net worth surpasses $560 million 

•  2023: Huda Beauty remains one of Sephora’s top-selling brands

Lessons from Huda Kattan’s Playbook

• Authenticity Wins: She cultivated unwavering trust by being transparent, honest, and refusing forced sponsorships. 

•  Spot Market Gaps: She identified an untapped demand for premium lashes and capitalized on it, later expanding into other categories. 

•  Retain Ownership: Huda strategically grew her business without prematurely selling out, ensuring she maintained creative control. 

•  Master Social Media: She turned Instagram into a free marketing powerhouse, proving that an engaged audience is more valuable than expensive ads. 

• Embrace Failure: Every setback—whether a failed launch or controversy—became a stepping stone for improvement and reinvention.

Final Thoughts

Huda Kattan’s story is a masterclass in identifying digital opportunities, leveraging digital platforms, and fearlessly pursuing a vision. From a struggling makeup artist to a billionaire entrepreneur.

Her story poses a thought-provoking question: Would you take a $6,000 loan to launch your dream, just as Huda did?

Until next time—keep building.