Huda Kattan might be one of Dubai’s biggest success stories. From starting a beauty blog to running one of the world’s biggest beauty brands, Kattan has carved out a unique space for herself in a crowded market thanks to her honest reviews, social media presence and quality products.
As Huda Beauty celebrates 10 years since the launch of its first product in Dubai, The National looks at some of Kattan’s biggest milestones.
2010: Hudabeauty.com is born
In 2010, Kattan was working as a makeup artist and was keen to share her love of beauty with a wider audience, so she started her blog HudaBeauty.com.
In a post marking its 10-year anniversary, she wrote: “It was a passion project that grew from my love of makeup and beauty, and I really wanted HudaBeauty.com to be a platform for me to share everything I discovered with whoever wanted to listen."
2013: first product released
Following the popularity of her blog, in February 2013, Kattan launched her first official Huda Beauty product — a line of false lashes sold at Sephora. The line was launched at The Dubai Mall.
Kattan started with eyelashes as they had become part of her look and style. Speaking at the time of the launch, she said: “When I began blogging, I noticed a huge interest in my false lashes. Having always customised, cut and glued several pairs together, it was hard to explain how anyone could achieve the same look at home.”
2014: celebrity clients
In 2014, Kattan says she began working with high-profile clients, including the likes of Eva Longoria, who she now counts as a close friend.
As her star power was rising, so were her social media followers, helping to make her one of the most influential figures in the online beauty space.
2015: Huda Beauty becomes a family affair
After spending two years working on the business and packing false eyelashes from her Dubai apartment, Huda Beauty opened its first official offices, and Kattan brought her husband Chris and sister Mona on board to help.
2016: Lip Contour kits launch
In 2016, Huda Beauty launched one of its most popular products, the Lip Contours, a moment after which Kattan said “everything changed".
“At that moment, the brand seemed to finally have direction and our identity was starting to blossom,” she wrote on HudaBeauty.com.
The same year, London department store Harrods started stocking Huda Beauty products.
2017: Kattan launches HB Investments
In 2017, Kattan launched HB Investments in order to support entrepreneurs and start-ups from around the world. The company has supported a number of projects, from becoming one of the principal shareholders of the UAE luxury resale marketplace The Luxury Closet to sponsoring Nascar's first female Arab driver Toni Breidinger, who made her debut driving the Huda Beauty 02 Chevrolet SS at a race at Talladega Superspeedway, Alabama.
2018: the launch of Kayali
Together with sister Mona, Kattan made her first move into the world of fragrance in 2018, launching the brand Kayali. Meaning "my imagination" in English, Kayali is inspired by "the rich heritage and simple sophistication" of the Middle East.
Ahead of the launch, Huda said: “The sense of smell is the most powerful of all the senses, and so many of my memories are tied to a specific scent. I can reflect back to a time and place in my mind when I smell a certain fragrance — it just has the power to transport me.”
2020: Wishful launches
Skincare was the next natural step for Kattan. In 2020, Wishful skincare was launched. Kattan initially launched Wishful with just one product, the Yo Glow Enzyme Scrub. The brand now has a whole range of products, including moisturisers, facemasks, oils and serums.
2020: Kattan steps down as chief executive of Huda Beauty
Seven years after first creating her now-global beauty empire, Kattan passed the torch to Nathalie Kristo, who joined the company as chief executive. Kattan remains the creative vision behind the brand, as well as chairwoman.
Speaking at the time, she said: “When I started my beauty blog in 2010, never in my wildest dreams did I ever imagine I would end up owning one of the world’s fastest-growing beauty companies.
“As we continue to evolve and expand, our goals continue to grow, and in the future we see Huda Beauty being one of the biggest beauty companies in the world, both in social impact and in business. To do this, we are doubling down on focus and leadership, which is why I am proud to announce our new CEO, Nathalie Kristo.”
2020: Huda Beauty named as world’s most in-demand beauty brand
In 2020, the Cosmetify Index, which ranks brands based on their social engagement and following, identified Huda Beauty as the world's biggest beauty brand using five criteria: Google search volume, increase in searches, Instagram followers, hashtags and engagement.
The figures showed that of the 1,710 beauty brands it analysed, Huda Beauty is the most searched and purchased, beating the likes of Anastasia Beverly Hills and Mac Cosmetics.
Red flags
- Promises of high, fixed or 'guaranteed' returns.
- Unregulated structured products or complex investments often used to bypass traditional safeguards.
- Lack of clear information, vague language, no access to audited financials.
- Overseas companies targeting investors in other jurisdictions - this can make legal recovery difficult.
- Hard-selling tactics - creating urgency, offering 'exclusive' deals.
Courtesy: Carol Glynn, founder of Conscious Finance Coaching
MATCH INFO
Qalandars 112-4 (10 ovs)
Banton 53 no
Northern Warriors 46 all out (9 ovs)
Kumara 3-10, Garton 3-10, Jordan 2-2, Prasanna 2-7
Qalandars win by six wickets
More from Rashmee Roshan Lall
APPLE IPAD MINI (A17 PRO)
Display: 21cm Liquid Retina Display, 2266 x 1488, 326ppi, 500 nits
Chip: Apple A17 Pro, 6-core CPU, 5-core GPU, 16-core Neural Engine
Storage: 128/256/512GB
Main camera: 12MP wide, f/1.8, digital zoom up to 5x, Smart HDR 4
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Biometrics: Touch ID, Face ID
Colours: Blue, purple, space grey, starlight
In the box: iPad mini, USB-C cable, 20W USB-C power adapter
Price: From Dh2,099
Fifa Club World Cup quarter-final
Esperance de Tunis 0
Al Ain 3 (Ahmed 02’, El Shahat 17’, Al Ahbabi 60’)
if you go
The flights
Etihad, Emirates and Singapore Airlines fly direct from the UAE to Singapore from Dh2,265 return including taxes. The flight takes about 7 hours.
The hotel
Rooms at the M Social Singapore cost from SG $179 (Dh488) per night including taxes.
The tour
Makan Makan Walking group tours costs from SG $90 (Dh245) per person for about three hours. Tailor-made tours can be arranged. For details go to www.woknstroll.com.sg
UAE SQUAD
Goalkeepers: Ali Khaseif, Fahad Al Dhanhani, Mohammed Al Shamsi, Adel Al Hosani
Defenders: Bandar Al Ahbabi, Shaheen Abdulrahman, Walid Abbas, Mahmoud Khamis, Mohammed Barghash, Khalifa Al Hammadi, Hassan Al Mahrami, Yousef Jaber, Salem Rashid, Mohammed Al Attas, Alhassan Saleh
Midfielders: Ali Salmeen, Abdullah Ramadan, Abdullah Al Naqbi, Majed Hassan, Yahya Nader, Ahmed Barman, Abdullah Hamad, Khalfan Mubarak, Khalil Al Hammadi, Tahnoun Al Zaabi, Harib Abdallah, Mohammed Jumah, Yahya Al Ghassani
Forwards: Fabio De Lima, Caio Canedo, Ali Saleh, Ali Mabkhout, Sebastian Tagliabue, Zayed Al Ameri
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
Transmission: 8-speed auto
Fuel consumption: 9.1L/100km
On sale: Now
Price: From Dh149,900
The Brutalist
Director: Brady Corbet
Stars: Adrien Brody, Felicity Jones, Guy Pearce, Joe Alwyn
Rating: 3.5/5
The specs
Engine: 4.0-litre flat-six
Torque: 450Nm at 6,100rpm
Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
On sale: Available to order now
Company profile
Name: Tratok Portal
Founded: 2017
Based: UAE
Sector: Travel & tourism
Size: 36 employees
Funding: Privately funded
Hydrogen: Market potential
Hydrogen has an estimated $11 trillion market potential, according to Bank of America Securities and is expected to generate $2.5tn in direct revenues and $11tn of indirect infrastructure by 2050 as its production increases six-fold.
"We believe we are reaching the point of harnessing the element that comprises 90 per cent of the universe, effectively and economically,” the bank said in a recent report.
Falling costs of renewable energy and electrolysers used in green hydrogen production is one of the main catalysts for the increasingly bullish sentiment over the element.
The cost of electrolysers used in green hydrogen production has halved over the last five years and will fall to 60 to 90 per cent by the end of the decade, acceding to Haim Israel, equity strategist at Merrill Lynch. A global focus on decarbonisation and sustainability is also a big driver in its development.
Winners
Ballon d’Or (Men’s)
Ousmane Dembélé (Paris Saint-Germain / France)
Ballon d’Or Féminin (Women’s)
Aitana Bonmatí (Barcelona / Spain)
Kopa Trophy (Best player under 21 – Men’s)
Lamine Yamal (Barcelona / Spain)
Best Young Women’s Player
Vicky López (Barcelona / Spain)
Yashin Trophy (Best Goalkeeper – Men’s)
Gianluigi Donnarumma (Paris Saint-Germain and Manchester City / Italy)
Best Women’s Goalkeeper
Hannah Hampton (England / Aston Villa and Chelsea)
Men’s Coach of the Year
Luis Enrique (Paris Saint-Germain)
Women’s Coach of the Year
Sarina Wiegman (England)
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Desert Warrior
Starring: Anthony Mackie, Aiysha Hart, Ben Kingsley
Director: Rupert Wyatt
Rating: 3/5
RIVER%20SPIRIT
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Why it pays to compare
A comparison of sending Dh20,000 from the UAE using two different routes at the same time - the first direct from a UAE bank to a bank in Germany, and the second from the same UAE bank via an online platform to Germany - found key differences in cost and speed. The transfers were both initiated on January 30.
Route 1: bank transfer
The UAE bank charged Dh152.25 for the Dh20,000 transfer. On top of that, their exchange rate margin added a difference of around Dh415, compared with the mid-market rate.
Total cost: Dh567.25 - around 2.9 per cent of the total amount
Total received: €4,670.30
Route 2: online platform
The UAE bank’s charge for sending Dh20,000 to a UK dirham-denominated account was Dh2.10. The exchange rate margin cost was Dh60, plus a Dh12 fee.
Total cost: Dh74.10, around 0.4 per cent of the transaction
Total received: €4,756
The UAE bank transfer was far quicker – around two to three working days, while the online platform took around four to five days, but was considerably cheaper. In the online platform transfer, the funds were also exposed to currency risk during the period it took for them to arrive.
New schools in Dubai
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
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%3Cp%3EDungeons%20%26amp%3B%20Dragons%20began%20as%20an%20interactive%20game%20which%20would%20be%20set%20up%20on%20a%20table%20in%201974.%20One%20player%20takes%20on%20the%20role%20of%20dungeon%20master%2C%20who%20directs%20the%20game%2C%20while%20the%20other%20players%20each%20portray%20a%20character%2C%20determining%20its%20species%2C%20occupation%20and%20moral%20and%20ethical%20outlook.%20They%20can%20choose%20the%20character%E2%80%99s%20abilities%2C%20such%20as%20strength%2C%20constitution%2C%20dexterity%2C%20intelligence%2C%20wisdom%20and%20charisma.%20In%20layman%E2%80%99s%20terms%2C%20the%20winner%20is%20the%20one%20who%20amasses%20the%20highest%20score.%3C%2Fp%3E%0A
Our legal consultant
Name: Dr Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
