Sephora Officially Cuts Huda Beauty from Fall “Experts” Campaign After Founder’s Controversial Comments

Sephora has officially removed Huda Beauty from its highly anticipated fall “Experts” campaign following controversial comments made by the brand’s founder, Huda Kattan, regarding Israel. This decision marks a significant moment in the beauty industry as Sephora distances itself from a major brand amid widespread backlash. The development and its implications are detailed in a recent report (url: https://newsglare.com/08262025-huda-beauty/).

Huda Kattan, an Iraqi-American entrepreneur and founder of Huda Beauty, sparked controversy with a TikTok video in which she accused Israel of orchestrating major global conflicts, including World War I, World War II, and the September 11 attacks. She also alleged rampant pedophilia in Israel, linking these claims to a recent child sex sting involving an Israeli official. These statements were widely condemned as anti-Semitic by Western media and led to a swift public backlash.

The fall “Experts” campaign by Sephora is one of the retailer’s most significant yearly marketing efforts, showcasing leading makeup brands and professional artists. The campaign typically features prominent names such as Gucci Westman’s Westman Atelier, Patrick Starr’s One/Size, and Mario Dedivanovic’s Makeup by Mario. Huda Beauty’s exclusion from this campaign is notable given the brand’s strong sales performance and influence in the beauty market, particularly in North America where Sephora is the exclusive retailer since 2015.

Following the controversy, Huda Beauty experienced a tangible decline in sales on Sephora’s website. Data from Navigo Marketing revealed that sales of eight out of ten of Huda Beauty’s best-selling products dropped during the week after Kattan’s TikTok video. For example, the $21 Faux Filter Tinted Jelly Lip Oil sales fell by 45%, and the $31 Faux Filter Brightening Under Eye Color Corrector dropped 19%. While some products like the $39 Easy Bake Loose Baking & Setting Powder saw a slight increase, the overall trend indicated a significant impact. Additionally, Sephora appears to have drastically reduced paid advertising for Huda Beauty products, cutting sponsored keywords from 2,400 to about 150, which likely contributed to the sales decline.

Sephora’s decision to remove Huda Beauty from the fall campaign reflects the complex challenges faced by global retailers balancing commercial interests with ethical considerations and public sentiment. Huda Beauty has been a major revenue driver for Sephora, generating hundreds of millions annually. However, the backlash against Kattan’s comments has created moral and reputational pressures that Sephora must navigate carefully. The retailer’s choice signals a prioritization of corporate values and sensitivity to consumer and public opinion over short-term financial gains.

For Huda Kattan, the controversy presents a critical crossroads. As a private individual, her personal beliefs and expressions have collided with her role as a business leader responsible for a global brand. The situation demands a strategic response that balances authenticity with the need to maintain trust and support from a diverse customer base. How Kattan manages this internal crisis will likely influence the future trajectory of Huda Beauty and its relationship with major retailers like Sephora.

This episode highlights broader trends in the beauty industry where brands and their founders are increasingly held accountable for their public statements and social positions. Consumer activism and social media amplify the impact of controversies, compelling companies to act swiftly to protect their brand image. At the same time, it underscores the risks brands face when founders’ personal views become public and clash with the values of their audience or partners.

The removal of Huda Beauty from Sephora’s fall campaign is a stark example of how reputational risks can translate into tangible business consequences. It also illustrates the evolving landscape of brand management, where ethical considerations and public relations are as critical as product innovation and marketing.

In light of these developments, Sephora’s move may set a precedent for how beauty retailers handle similar controversies in the future, balancing commercial success with corporate responsibility and consumer expectations.

Key Takeaways

• Sephora dropped Huda Beauty from its fall “Experts” campaign after founder Huda Kattan’s controversial TikTok video accusing Israel of global conspiracies and other inflammatory remarks.
• The campaign is a major marketing event featuring top beauty brands and professional artists, making Huda Beauty’s exclusion a significant industry event.
• Sales of Huda Beauty products on Sephora’s website declined notably following the controversy, accompanied by a sharp reduction in paid advertising.
• Sephora faces a dual challenge of maintaining revenue from a top-selling brand while upholding corporate values and responding to public backlash.
• Huda Kattan confronts a personal and professional dilemma balancing her private views with her role as a global brand leader.
• The incident reflects wider industry trends where brand founders’ public statements can have immediate and substantial business impacts.
• Sephora’s decision may influence future corporate responses to controversies involving brand representatives and founders.

This situation remains dynamic, with potential long-term implications for Huda Beauty’s market position and Sephora’s brand partnerships. The intersection of social issues, corporate ethics, and commerce continues to shape the beauty industry’s evolving narrative.

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