Back in February 2024, Huda Kattan reclaimed her role as CEO of her namesake beauty brand, Huda Beauty, announcing that the company would undergo some “pivotal changes”. The most prominent change of all, Huda announced in an Instagram video, is that Huda Beauty will be rebranded with a new identity, new logo and new packaging by the end of the year.
As the brand began rolling out the rebrand last month, Huda took to documenting the processes behind the scenes on her YouTube channel. “It’s been such a journey over the past 11 years”, she said, “but it felt like the right time to refresh the business so it reflects who we are now and where we want to go. It’s been hard to say goodbye… but it’s time. Of course, during such a momentous moment, we had to take you along this journey with us. We’re SO grateful for you all, and we hope you love our rebrand as much as we do.”
With Huda back in the driver’s seat, fans have long been anticipating the exciting new chapter for the brand. The new designs were unveiled in July, and the excitement for some, however, appeared to be rather short-lived. Many fans of the brand took to the internet to share their disappointment with the new packaging designs.
“I refuse to use that new packaging”, one user wrote on TikTok, with her video amassing almost 1 million likes.
@.kayspamss they last forever so i think ill be good @hudabeautyshop @Huda Beauty #powder #makeup #real #relatable #hudabeauty #hudabeautyeasybake #hudabeautyshop #loosepowder ♬ Wanna be – MJSEDITOR🌟
@linouchelifestyle @Huda Beauty PLEASE DON’T💔💔💔 #hudabeauty#easybake#easybakepowder#cleanmakeup#sephora#fyp#girl#makeup#linouchelifestyle#skincare#grwm#pourtoi#foryou ♬ Forever Young – Alphaville
Others criticise the rebrand for looking ‘cheap’ and like a dupe of the original design, branding it a “huge glow down”, as one user wrote.
But change does always leave room for criticism, something Huda herself was ready to embrace. And although products like the Easy Bake powder may have a new look, the beloved formula will remain the same.
Huda Beauty has had many exciting launches since Huda returned at the helm of the country, such as the Faux Filler Extra Shine Lip Gloss and *that* viral liquid blush. The brand has a cult following across the globe. As Huda took a couple years to step back from the brand to develop it behind the scenes, she hopes the rebrand will rev up the business to get it back on top once more.
So trust the process, ladies. As the brand rolls out more exciting changes, we’ll give you a front row ticket to all the action.
PS: Huda Kattan shows us her *genius* lip combo hack HERE.