THE BUSINESS OF BEAUTY MONA KATTAN
Athleisure Mag|July 2020
THE BUSINESS OF BEAUTY MONA KATTAN
Huda Beauty is a coveted beauty brand that includes an array of must haves from makeup, skincare, fragrances and tools. Co-Founded by Iraqi American sisters Huda Kattan, Alya Kattan and Mona Kattan, they created an ever-growing billion-dollar beauty empire that is one of the fastest-growing brands. With an assortment of over 213 products that are sold at Sephora, Harrods in London and on its own site, we caught up with Mona Kattan, Co-Founder and President of Huda Beauty and their fragrance brand KAYALI, from her home in Dubai, the brand's headquarters to talk about her role in the company, new launches, how she is navigating COVID-19 and how KAYALI's fragrances transport you to your favorite destinations.

ATHLEISURE MAG: Tell us about the brand Huda Beauty. How did it come about and how did you and your two sisters come together to be a part of the company?

MONA KATTAN: Huda Beauty began in 2013. Huda was beauty blogging and working as a makeup artist and I had launched a network of salons in Dubai. She started playing around with creating her own false eyelashes and they were unlike anything on the market. My sister, Alya and I encouraged her to start selling them and everything started to take off from there. To this day we continue to focus on innovation and unique products for our Huda Beauty community!

AM: What is your role at the company and how would you describe your day to day activity?

MK: As Global President I lay the groundwork for our future. We have grown very fast so have had to think long and hard about how to regionalize, where to open new offices, communications and marketing and hiring. As of recent, Covid has also changed many aspects of consumer behavior and it’s my role to help navigate and adapt as needed. We are fortunate that we are small enough that we can pivot easier than most. I am also the founder and face of our fragrance brand, KAYALI. I’ve learned how hard being the face of a line is - you wear so many hats. From setting the vision, discussing formulas, shooting campaigns, working on expansion and development! It’s exciting and a lot of work. I absolutely love fragrance though so this is a role I’ve passionately embraced over the last few years.

AM: What are the roles of your sisters at the company?

MK: Huda is of course Founder, CEO and Face of the Huda Beauty brand! She primarily focuses on product development and content while keeping the company running from a financial perspective. Alya is officially our Chief Instagram Officer but oversees all social channels including YouTube, Facebook and Tik Tok! If you are a fan of Huda Beauty, you know this is a huge job because we are very active on social and it’s core to our business. This is just the tip of the iceberg for them though, because as a small company no job is ever too small for one of us to tackle!

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July 2020