Huda Beauty strengthens partnership with Harrods, unveiling new beauty counter

Huda Beauty has opened a new beauty counter in Harrods, strengthening its presence at the luxury department store.

The makeup brand's full collection of products is now available at the store in London's Knightsbridge, housed in a new pink fixture reflecting its recent rebrand.

As part of this, the concession features Huda Beauty's hero products and new launches, including the bestselling Easy Bake Loose Powder and Faux Filter Colour Corrector.

Boosted by the success of her beauty blog, Hollywood-trained celebrity makeup artist Huda Kattan founded Huda Beauty in 2013 alongside her sisters Alya and Mona.

It first launched with a lash collection, breaking records in the Middle East, and has since become one of the fastest growing beauty brands worldwide.

The brand's product line-up now includes a collection of sought-after liquid matte lipsticks, lip contouring pencils, 3D highlighter and textured eye shadow palettes.

The launch of its new beauty counter at Harrods comes after Kattan returned as CEO of Huda Beauty last year, later launching the brand redesign with a new logo, packaging and products.

In a video posted on YouTube, Kattan revealed that stepping down as CEO in 2020 was one of the biggest regrets of her life and that she was finally taking back her power as CEO. She also revealed that she was once again leading the brand's product development, which she hadn't done since 2019.

Yesterday, Huda Beauty announced the sale of its ownership in fragrance brand KAYALI to its co-founder and growth equity firm General Atlantic. With General Atlantic’s investment, KAYALI will now operate as an independent company.

Co-founder Mona Kattan will continue her role as KAYALI’s CEO, leading the business into its next phase of growth and transformation.