Our favourite girl boss from Dubai, Huda Kattan, is back as CEO of her beauty brand Huda and discontinuing some of the brand’s products.

The make-up mogul shared clips on Instagram and a full-length video on her YouTube channel, saying that when she announced that she was stepping down as CEO of Huda Beauty in 2020, it was meant to be an inspiring and empowering moment, but in reality, she was lying to herself.

She called the move “one of the biggest regrets” of her life and said that the mistake almost killed her company.

Now, she’s back as the CEO. “I’m happy to say I’m back in the CEO position. I have been for a little while. I’ve been under the hood,” she said.

The Iraqi-American makeup artist also said that the brand will undergo a major revamp, new products will be launched, and packaging will be changed as well as some items will be discontinued. Say goodbye to the GloWish line, as that’s one of the ranges to go, she revealed.

Talking about some of the previous product launches, Huda said, “It wasn’t always from my vision and my heart.”

 “In 2023 we worked on so many things and you’re going to see those things,” she said.

Huda said that last year, she once again began leading product development, which she hadn’t done since 2019.

The businesswoman is also manifesting 2024 to be her year. “My biggest goal for 2024 is to trust myself. I think previous years it was to love myself and now it’s to trust myself,” she said.

She also shared with her online followers that she is planning on launching “a curated space for us to connect and talk”, which is not going to a podcast format.

In September 2020, Nathalie Kristo was named Huda Beauty’s new chief executive officer, having previously worked as the president of the company’s North American division since 2018. According to reports, Nathalie departed the company six months later.

In 2021, Kattan and her husband, Christopher Goncalo, were appointed co-CEOs.

“I had to relearn the business. I had to relearn what it takes to be a CEO. What it takes to be a real CEO because a lot of people carry the title around and I did for the longest time, but I had to really learn what it meant to be an operational CEO,” she said.

Huda has us on our toes and we can’t wait to see what’s in store for the brand next.

If you liked this, you will love this: SimiHaze Beauty is *finally* launching in the Middle East.