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| Huda Kattan is back in the driver’s seat of her eponymous beauty brand — and she’s got a new roadmap.
After working behind the scenes for the past couple of years, Kattan is hoping that by resuming the company’s top leadership role she can rev up the business and put it back on the fast track.
Restoring the business entailed breaking down the parts that aren’t in step with Kattan’s full-glam brand, and rebuilding the pillars of growth, such as makeup. Last month, for example, Kattan took to YouTube to announce she was back as CEO. She also revealed that a new logo, redesigned packaging and new products are coming to the brand. At the same time, 40 percent of the current lineup is on its way out, including Glowish — a range meant to infuse makeup with skin care to give users a no-makeup makeup look.
Read more about these plans in my exclusive interview with Kattan.
Elsewhere this week: From Rhode's lip case to Milk Makeup's newest Reebok collaboration, how beauty brands are increasingly building hype and personality through merch, and we reveal the price breakdown of a “no makeup makeup” look in 2024. Click through for complete coverage, and please visit for the latest speakers at WWD’s upcoming Los Angeles Beauty forum on April 16. — Kathryn Hopkins, senior editor, beauty, WWD + Beauty Inc. |
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| | | Beauty Features From Rhode's lip case to Milk Makeup's newest Reebok collaboration, beauty brands are increasingly building hype and personality throug … |
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