Huda Beauty Is Not Made for You
ฝัง
- เผยแพร่เมื่อ 27 ก.ย. 2024
- Huda Beauty has not been in the news much lately, they stopped posting regularly on TH-cam and have had a few scandals, causing many to believe the brand has fallen. However, given their expansion into other markets which have stabilised the brand, it seems instead they're taking this time to lay low and wait for the market to evolve, making a gap for their specifically targeted brand once more. But, even with that said, the company is still growing. With heavy focus on their middle-eastern consumer, they benefit from becoming the big fish in the fourth largest beauty market, allowing them growth all while things are under the radar for their western audience. So while it may seem that the brand has fallen off, if looking on a global scale, that is far from true and it seems Huda Beauty have an incredible future ahead of them.
Fashion Channel: / @understitchyt
Patreon: patreon.com/understitch
I’m actually a huge fan of your Channel, I watch ALL your videos ❤ love, Mona
Oh really? Thank you so much! Thats s lot of videos over thr two channels 🥳
Edit: omg I just realised who wrote this! Im so happy you got to see the video! Huge respect for everything you and your sisters have grown 🙌
Ahhh thank you so much! Means the world! I love what you do too! Congrats on the wonderful community you’re building and thanks for always sharing such great education 🩷 I LOVE IT! 🤓 I’ve been subscribed forever!!!
@@underskinYTyour edit is super cute lmfaoooo😂 😂😂
monaaaaaaaaaaaaaaa
From what I know HUDA is massive in the middle east/Arabia. People forget that you don't have to be popping off everywhere all at once to be successful.
Exactly!
She’s insanely popular here in Egypt
@@justlola5651I’m Egyptian but I haven’t been there in a long time because of school, are there Sephora’s there? Id love to go to a middle eastern one once I go to Egypt
@@dar9445 unfortunately Sephora hasn’t opened in egypt yet, but people do get all their needs through online stores that get everything from Sephora KSA and UAE
No, people forget that America and Western Europe is not the whole world. 🙄
I think people think Huda has “fallen off” due to the current difference in makeup styles. People are gravitating towards a more natural look and Huda and her brand is more associated with a more “glam” look. And as far as I’m aware women in the Middle East tend to lean towards a more glam look. Her products are also target towards people who live in warmer countries that might require more matte makeup. As someone from Nigeria I can tell you that her products are really popular there because they’re matte and long lasting (and they fit our makeup style which leans closer toward full glam than no makeup-makeup”
24:59
Certainly yes, the different climates and trends affect the product range and their success greatly. Bejng that theyre trying to straddle the like between west and middle east makes following those trends and needs difficult and obviously therefore hadd to get right
Yep, knowing your demographic who you are going for is important.
Not only in middle East & Africa but also in South Asian countries (I'm from India), Huda is a cult brand. If you're able to afford then Huda products are a must in your bridal kit because they give full glam & last through the hot & humid climates.
i really dont understand why people keep saying natural make up is now in? theres always been women who wore no or less make up and those who wore more glam for each decade. i see equal amounts full glam and barely there make up
Huda has a chokehold on Indian luxury makeup these days!
And for good reason!
Same in Nigeria
Pakistani too
She has a chokehold on every consumer of color, its the mayo marauders that stay mad.
In Bangladesh as well
I work at Sephora and huda is still very popular amongst the everyday consumer.
Lots of people ask for shade matches for her foundations, concealers, color correctors, powders. And probably one of the main brands people purchase for eye shadow.
Now her lip products? Those aren’t as sought after as they used to be. Neither is the glow wish line.
But we do get asked ALOT about her perfumes.
The perfumes have a huge following, its quite incredible the market they have carved for themselves
@@underskinYT yup! I love them. The juicy apple one is my favorite!!
Exilr and vanilla mixed is amazing!!
Ooo I work at Sephora too and honestly our main question is always the powders which were almost always out of
I love her perfumes for their subtle staying power! They don't choke out every person in the room, but those you are close to get to enjoy the deeper notes 💕 Incredibly pricey, but worth it. My once a year splurge
@@hazardsigns I absolutely agree with you! The staying power - the fact that I can smell my fragrances throughout the day is the reason why I love Kayali.
Also, coming from a fragrance lover myself -Kayali is actually priced less than many fragrances they sell in Sephoras.
For example, you can get a 3.4/100ml Kayali fragrance for $138., while a same size of Miss Dior $165., Valentino $158., Killian’s Love Don’t Be Shy at $298!! And Tom Fords stupid prices for 50ml sells for over $200.!! YSL Libre - one of my faves goes for $179. for less juice @ 90ml.
That said - for the quality, I’m happy that Kayali is priced at a more affordable price than many other designer fragrances 😊
Huda is a smart business woman for expanding to skincare AND fragrance.
Yes, very that
Yes she is very smart
Huda did her thing with glowish. She released it to fit the current minimal makeup trend BUT I have to mention that the huda beauty isle at sephora in my city is usually sold out most of the time. I think it seems like she fell off because we don't see the famous tiktokers talk about it a lot (mainly because they don't sponsor others since huda is a beauty influencer herself)
Yeah I think thats a good point, they dont have the biggest budget for other influencers so its less overtly discussed
No it "fell off" in certain markets because the trend in those markets is now for a more minimalist, natural look. The "tiktokers don't talk about it because Huda doesn't do sponsorships" argument doesn't hold up when previously these influencers did use the brands products and talk about them.
Huda has some of the best eyeshadow formulas. Her makeup is great, and while full-glam has fallen out of favor in the western market, here comes Mona… absolutely KILLING it with Kayali. Yum pistachio is one of my favorite fragrances! Vanilla 28 has become a cult classic must have. These ladies are beyond business savvy and regardless of any scandal, they really have the golden crystal ball in their hands… they’re on the pulse before it even happens. Great job ladies! I wish I possessed that type of intuition.
I really want to do a video about Kayali, I dont know much yet but they have such a great fanbase that I want to learn more
I have a totally different experience. Her shadows are disgusting
In France, her eyeshadows are really chalky and powdery. The fallout is terrible.
Thank you for this video. Has always been my opinion that huda beauty targets middle eastern women and women of colour in Asia. Her tones, colour story and style of makeup and it’s consistency etc all are geared towards that. It really irks me when the western media rips her apart for all of this , when specifically people of colour have always been vocal about how the colour story or style of American/ European make up brands don’t suit us
There is a reason they are often considered particularly separate markets
I am an european and I think all the controversy of Huda Beauty not being "inclusive" enough is just bullshit. They could just do a simple google search or just looking at the promo pictures who this brand is targeted to.
I think middle easterns, asians, etc do deserve a brand that is mainly targeted at them.
If she is selling products to the West, then Western consumers are allowed to criticise what she is putting to market. It is the nature of having a business and selling product to the public, the public will have opinions. Also if you can be vocal about how the style of American brands doesn't suit you, then expect Western consumers to be vocal about how the style of a middle eastern brand does not suit them.
Exactly
@@d818581ddum…the makeup industry has always revolved around European/American beauty standards, Huda’s makeup isn’t and really wasn’t for European/American people it was meant for middle eastern people they weren’t included they hardly found anything that suited them for years and years. So no western "media" doesn’t have the rights to criticize a brand like huda’s when there are tons and thousands of brands that accommodate to their standards and style.
y’all remember the mini Nude palettes? light, medium, and dark. three nude ranges. her foundations, concealers, powders, everything has always been inclusive. her marketing has included people of all races, backgrounds, and identities. that is my girl for reaaaaallllll.
pre-contour palettes too, she knew what she was doing
As the video mentions about foundation products, the eyeshadows you mentioned have great "nude" shades for people with more yellow and green undertones to the skin. None of her products look good on me as a pale person with pink undertones. I've tried many because I have liked things about Huda as an individual. It's refreshing to me honestly to hear it acknowledged that this isn't catered to me. But, there are many other products that suit me very well, and I'm happy using those.
@@jellyropes I haven't tried her base products but the Rose Quartz palette is the prettiest pink palette! With some purples and mauves as well. Gorgeous variety of shimmers! There's two rusty shades that I ignore 😅 in a big pallet I don't mind as long as I'm gonna wear 90% of them 😊
@SedraKurdi her colors don't suit my Baltic Eastern coloring. Very very fair with yellow undertone and suit bright colors. Her makeup looks like 50 shades of mud brown that makes me look dead.
@@sashadonovan-anns9528 i used to own that one, sooo cuteee
I have been a repeat huda cosmetics customer. As a tan complexion Latina, I find her line has several products that match my complexion perfectly without having to mix colors. I am also a repeat costumer for her perfumes and glowing products. So I guess I’m part of that niche based on my complexion.
Im so glad you have something that suits you so well 🥰
Hispanic does Not mean Latino/Latin. Hence why they are two completely different terms because they have two completely different origins. Hispanic is the English language for Hispano and REAL HISPANOS are the people of HISPANIA which is literally the Latin language meaning SPAIN and the people of Spain. NEXT, Real and Actual Latin countries are located in LATIN EUROPE as NO where else in the world is historically responsible for the Latin culture and people. NO where else in the world spoke the Latin language natively ONLY in LATIN EUROPE, SPECIFICALLY ITALY. You can Not be part of an origin, history and ethnicity which your ancestors factually are NOT historically responsible for. Next speaking Spanish SOLELY due to colonization does Not magically make you “Hispanic” Nor “Latino”, just like speaking English does Not magically make one Anglo Saxon of English cultural origin/ cultural identity. Being actually ethnically Latino means you are of Latin origin. the majority of south Central Americans and Mexicans are indigenous Americans called indigenas and mestizo Americans. They have nothing to do with being Latin Nor even Hispanic. These are Not universal terms, they are terms uneducated countries such as the USA and other countries that have been falsely linguistically influenced by the USA’s misnomer usage of Latin European terms/ the USA’s misnomer language. Americans especially North Americans and other incompetent countries that have been falsely linguistically influenced by the USA use Latin terms wrong. Unfortunately claiming “Latino” ethnicity has become trending propaganda to appear more desirable for social status for social advantage amongst culturally ignorant people. HISPANIC LITERALLY MEANS SPAIN. LATINO MEANS LATIN HENCE THE TERM LATIN_O. AND THE CULTURA LATINA-THE LATIN CULTURE, THE LATIN PEOPLE, THE LATINO TRIBES (Latini), THE LATIN ETHNICITY AND THE LATIN LANGUAGE ALL COME FROM ITALY! LATINO IS THE SOLE IDENTITY OF SOUTHERN EUROPEAN LATIN MEDITERRANEAN DIASPORA WHOS ETHNICITY AND CULTURE COMES FROM THE TRUE AND REAL LATINO ANCESTORS OF ITALY. And Hispanic is literally the Latin language for Spain not the native Americans they colonized such as those Of south, Central American and Mexican origins weather you or others like you acknowledged it or not. Both Hispanic & Latin/Latino culture come from Europe that is Latin Europe. & Latin Europe was Latinized by Italy hence how Latina Italy got the historical Latin name LATINA! LATINO= SOUTHERN EUROPEAN LATIN MEDITERRANEAN DIASPORA OF THE LATINO ANCESTORS OF ITALY. Hispanic is the name the TRUE Latino people of Rome/Italy gave the Spaniards. People from south central America and Mexico are historically native Americans & now some Mestizos whom where just forced to learn Hispanic ways just like people in North America who where forced to learn English ways and it ends there. Being culturally UNROOTED due to brainwashed acculturation is why so many Americans especially North Americans don’t know their own identity Nor even care.TRUE Latin people need representation in North America as we are misrepresented all day long in this country and it’s not ok. Culturally rooted proud People native to south Central America and Mexico who embrace their true identity feel the same way with FALSE brands like Hispanic and Latino as that is Not their origin it is the origin of their conquerors. South Central Americans and Mexicans are indigenous Americans, mestizo Americans, Castizo Americans, zambos, pardos, sub Saharans etc. Not Latins, Not Latin Blood therefore Not LATIN_O. LATINOS are SOUTHERN EUROPEAN LATINS born anywhere in the world who’s roots come from the LATIN Roman Empire of the Mediterranean Race. Again HENCE HOW LATINA ITALY GOT THE HISTORICAL LATIN NAME LATINA! If those like you want to claim the Hispanic identity and origins of Spain then what ever. HOWEVER us culturally aware true Latin Mediterranean people are tired of this brainwashed American obsession with misappropriation and cultural rape of foreign Latin terms from Italy. Supporting American Brainwashed cultural theft for “gain” and “benefit” does Not magically change this. CULTURALLY REMOVED indigenous Americans, mestizo Americans etc. need to learn and respect their true culture that way they can stop stealing from the Real Latin peoples identity. & TRUE LATINO MEN & WOMEN AKA SOUTHERN EUROPEANS HAVE ALWAYS BEEN MULTI GENETICALLY MIXED ETHNIC PEOPLE DUE TO OUR MIDDLE EASTERN, NORTH AFRICAN & ETHNIC BALKAN DNA. THIS CULTURAL RAPE TOWARDS THE TRUE LATIN PEOPLE OF ITALY EXIST BECAUSE THOSE LIKE YOU BELIEVE YOU HAVE & WILL CONTINUE TO “BENEFIT” FROM THE CULTURAL THEFT TOWARDS US TRUE LATINO MEDITERRANEANS WHO DESCEND FROM ITALY! THE TERM LATINO DERIVES FROM THE VERY FIRST LATIN TRIBE CALLED THE LATINI. LATINI IS PLURAL FOR LATINO AS LATINO IS SINGULAR FOR LATINI. THEY WERE CALLED LATINI BECAUSE IT WAS A TRIBE OF MANY PEOPLE HENCE THE PLURAL TERM FOR LATINO BEING LATINI. LATINO REFERS TO A SINGULAR FORM OF BEING LATINI AND ALL THE LATINI INFLUENCES. THE SAME WITH LATINA BEING SINGULAR AND LATINE BEING PLURAL IN THE LATIN/ITALIAN LANGUAGE. THESE ARE ALL TERMS CREATED SOLELY BY THE TRUE LATINO MEDITERRANEAN ANCESTORS OF ITALY. YOU CAN NOT BE PART OF AN ORIGIN, HISTORY AND ETHNICITY WHICH YOUR ANCESTORS FACTUALLY ARE NOT HISTORICALLY RESPONSIBLE FOR. END OF STORY. IT HAS BECOME TRENDING PROPAGANDA FOR THOSE WHO ARE NOT OF PROMINENT LATIN MEDITERRANEAN ORIGIN TO MISAPPROPRIATE LATIN EUROPEAN TERMS OF ITALY AS TRENDING PROPAGANDA TO APPEAR MORE DESIRABLE FOR SOCIAL STATUS FOR SOCIAL ADVANTAGE. AND IT NEEDS TO BE EXPOSED AND PUT TO AN END. PERIOD.
@@elettramia6380 😂 ok professor…then call me mestizo or mulatto…or whatever you want. If we going back to my ancestors and you have issue with Latina…I’m not sure what you call me if my ancestors were from Canary Islands, Portuguese, Spanish, native Taino, and African.
@@fefetines9414 you would be called Pardos 😉. And you don’t have to be a professor in order to be an educated and culturally rooted woman of Actual Latin Mediterranean origin such as myself and the rest of the educated, culturally rooted Latin Mediterranean people of prominent Latin European origins. The only issue we have are those who are Not actually Latin claiming and Linguistically mutilating our ancient Latin terms which come from Italy. As we should have an issue with that.
@@fefetines9414 No cause why did they do a literal short essay over one word of your comment. 😂 If you read all that you got my respect!
It’s really interesting learning more about cultural differences from a business perspective
I was fascinated by hearing the perspectives of my turkish friends
As a black american woman, I'm not offended by them. Instead I think I could take notes on how to target a market that you understand first and foremost instead of trying to be all things to all people that you don't understand. I don't look to Huda for complexion products. (Although... don't sleep on her color corrector!) There are sooo many other products that she offers that are amazing! I wish her nothing but the best and I'm sure she will expand in a smart way with more mistakes along the way because growing requires that. Those sitting at home comfortably not taking risks would not understand or have empathy for this. I think there are much bigger issues in this world than being upset about every brand not catering to everyone. Sheesh. I'd rather go to certain brands for certain things and in turn spread the wealth. If you are reading this, I hope you have a wonderful fruitful life.
Honestly I think its high time we saw a brand specifically cater to black and darker skinned people in this kind of setting, just in the same way Huda has done for middle eastern people. Im not sure why its taken so long to have in that space?? Black-catered cosmetics have been going over 100 years, so why nothing in this Sephora-ish space? It seems like a huge gap in the market thats really not been realised (at least realised to this kind of scale)
@underskinYT Sephora had one a long while ago. It was called BlackUp, seems that the company had some battle within and disappeared. They have Fashion Fair right now. Fashion Fair was huge was I was a child. I don't think the younger generation of black Makeup users even know about it. The best we have in popularity is Fenty right now ,sold in Sephora.
@@gwendolyncampbell7932 Thank you! Ive added them both to my list. I'd love to start covering more brands like this and even older brands like Anthony Overton here, they have the most interesting histories when you look into it, but theres so little information. I'm just personally interested and really dont have a lot of knowledge on it, so even just for myself I'd like to learn
How about a comprehensive line for olive undertones? No such thing exists now. You can find a slight olive shade here and there in different lines but it is usually only a medium depth shade.
You’re very sweet! Happy New Year ❤
I really like that you don't just believe whatever the celebrity says about their products and make your own inquiries and analysis
Im doing Rhode next 🙊
Asking one brand to have options for everyone is completely unreasonable. There's simply too much variety in skin tones and looks. It's the reason I don't buy massive makeup palettes, there's just too much waste product. Trying to hit every demographic isn't feasible and claimimg you can will lead to negative feedback when you fail to reach that impossible target, especially if you're a smaller company and you don't have the resources to R and D and launch 40 foundation tones like Fenty did. It's impressive that Huda could do 30 in their foundation launch and understandable that they would focus on their core audience.
Do you think that’s the mentality people will have going forward, or do you think they will still expect companies to have products for all as it seems consumers are askingn for now
Having a shade for a wide variety to wear isn't catering to every demographic. Huda's brand caters to those who really enjoy glam makeup (bold eyeshadow looks, thick lashes, ceaseless concealer, baking etc). For this kind of customer, there should be a wider variety of shades, especially since this look is really popular amongst certain cultures even to this day. I mean, Huda actually expanded the range and it has 39 shades. She clearly knew it was a good idea to expand.
@underskinYT I think if there's a quality over quantity approach, you can win customers without having to appeal to everyone. Huda has selected a specific market, Middle Eastern and glam, but there's still individual products within that lineup that anyone might use. Korean brands don't make darker foundation shades, they'll offer, like 2 or 4 shades of pale for the Korean and Asian market, and these can work for those of us with very light skin in say, Europe, but globally, they sell more skincare products because of the quality. There are a lot of makeup companies out there and an increasing number of smaller and indy brands, as access to manufacturing and social media open things up, it's possible to develop really good small labels for niche products. How many of those will last, we have yet to see. And Huda isn't catering to everyone, and shouldn't, I am agreeing on that point. They have a target market, and again, kudos for them. There are much larger, older makeup brands that offer less in their foundation range.
@@sonyakinsey4376 I have not seen any Korean brand using dark-skinned people in their promotional campaigns while their products only work on Korean people. You cannot say that a brand's selected market is a certain specific type of people and skin color when the brand constantly uses people with features that do not correspond to that selected market for its campaigns. At this point you are only lying to yourself, like “Oh that brand target market is Middle Eastern but their campaigns features black and Asian people just because "
@@underskinYTall that’s gonna do is destroy smaller businesses and only allow big businesses to compete.
I bought lips, eyes, face HUDA makeup and I think they are beautiful colours for Asian/Middle Eastern customers. I can see her brand becoming a multi billion dollar value because it meets niche in the makeup world that only cater for European skin.
Honestly I think it will be
her type of make up is something us western asian and central asian women seek its also popular in south asia and north africa (not sure about the rest of africa i could be wrong tho)
Given how many brands seem to primarily cater for white western faces, I don’t see any sort of issue if Huda focused on Middle Eastern complexions. But in saying that, I’m white and blue eyed, and her eye products and love of purple and mauve tones work beautifully on me so I think Huda cater well for a broad range of faces and I love them.
Definitely one of my favourite channels out right now. Cannot wait to see this channel grow & prosper, the amount of effort put into these videos is insane. I love how informed I feel after a video, they're very engaging. Keep up the good work! 💞
I’m so glad, thank you for the wonderful compliment
I love and support Huda beauty and Kayali. Thr only thing that keeps me away not to own much from her is the price tag! I know they deserve it but still as a student I can never afford to buy everything I want from her.
Money will come in time 💕
I think huda beauty is in a hard spot between middle east and west who want different things. Damned if you and damned if you don’t.
Exactly
Hard to please everyone, especially for ppl in 2 quite different cultures
I would LOVE for you to do one on Jaclyn Hill and her cosmetics. Think there's a lot to be said about the new age of marketing about customers prioritizing trust in brand owners!
It would 100% be a great study in trust
@@underskinYTplease consider covering Jaclyn Hill!
I don’t know how I missed this when you first posted it…
But, I’m so impressed with the topics you discuss. Huda has never really been on my radar. I didn’t know there was any real controversy about it. The issues concerning colorism, and specifically targeting a clientele base, is so thoughtfully managed here.
I’m such a huge admirer of yours. You’ve got to be among the smartest and savviest voices in the beauty and fashion spaces.
More more more!
Thank you so much, Im so gladdened after reading your comment, Im glad you enjoyed it 🥰
Huda beauty is iconic and I 100% Stan her speaking out on the genocide happening in Palestine 🇵🇸 she’s one of the only people in her realm speaking out
literally not a genocide it’s a war terrorists started. the terrorists they elected to govern them. it literally doesn’t meet the criteria for a genocide but keeps swallowing the propaganda to support a country that literally hates any western values you probably hold dear
Huda’s skincare line cleared up my acne and everyone completes me on how glowy and nice my skin is. I love Kayali fragrances as well
Its great formulas honestly, genuinely in all my research I didnt see one bad review
can you share what skin product you used plz. thanks ❤
@@chick1800 hey beautiful, in the morning, I use the wishful honey balm moisturizer and the thirst trap juice serum and at night I use the get even rose serum and the pillowgasm cherry mask. To take off my makeup, I use the cleansing genie butter. I started using the new gentle foam cleanser and it’s good too!
Great video, just wanted to clarify that inclusivity, wide shade ranges, and representing dark skin tones are not exclusively western ideas. Middle eastern people come in all colours, so seeing darker foundation colours also appeals to middle Eastern consumers, not just western ones.
Youre right that there is a range of skin tones everywhere, but theres less diversity when targeting a specific ethic group of people
@@underskinYTI've thought about this a lot and I think it's fine for niche brands to only cater to Black people or Asians or Latinx or Middle Eastern people. Large transnationals like Revlon or L'Oreal that get worldwide distribution or even only American customers have to be inclusive because it's The Right Thing To Do and It also makes business sense because more consumers equals more money. I buy stuff from Juvia's Place which is actually very inclusive but if she didn't have a foundation for white people I wouldn't be mad about it, she's a Black woman who started her company because she wanted eyeshadows and blushes that would actually show up on her skin. I believe niche companies will always have things that suit people outside their target demographic and those customers I'd see as a bonus but I wouldn't factor them in when doing my budgeting. In short if Huda wants to focus on Middle Eastern people that's fine, it's her company and there are 8 BILLION people on the planet, she'll have plenty of customers without a single westerner.
@@morgantaylor517100% this. I am not offended when Korean makeup puts out a blush that is too light for me as I am not the target customer.
@@morgantaylor517what’s Latinx? Please stop using that White liberal terminology, it’s called Latino or Latinas!!!!!
I’m pro huda bc she’s pro🍉🍉🍉🍉🍉
i lean toward no makeup makeup but after huda’s actions toward supporting palestine ive been looking to get more huda beauty
Love when a brand aligns with our own beliefs
This was such a concise and clear video essay. LOVED it
TYSM 🙌
Even tho I’m a designer, Seth Godin’s book share a lot of topics with design principles - from a marketing pov.
Its all business at the end of the day so its transferable
@@underskinYTso true!
As a middle eastern women shes huge in the middle east and india
For good reason
If HUDA Beauty came to Brazil I think they would be very successful, we have the biggest Lebanese population out of Lebanon in the world, there's a lot of arabs and descendants here, and I would love to have HUDA here, the only eye palette I own is from HUDA ♥
Latinas and arabs are cousins 😂 ❤ i agree with you
I am a woman of a certain age, also I am latina & live in in the southern U.S.
I have an extensive beauty collection. Makeup, skincare, haircare, fragrance... I love it all!
Huda beauty is my favorite cosmetics brand.❤️
When Huda and other brands have collections too similar of launches to another brand, I never hold it against them. Maybe both brands were following a current trend or perhaps one brand was trying to cater to a different demographic or offer something more affordable to younger consumers.
I use to watch Huda's youtube when she did product reviews & beauty tips so I was keen to try her brand when she branched out past eyelashes.
She may cater to middle eastern women but it's no different than Charlotte Tilbury catering to very fair anglo women. I think it's great there's representation for everyone.
I use to deliver for Huda beauty they're very popular Somalian and Ethiopian women love her products!!!
For good reason 🥰
I feel like I like kayali more huda products. I love Mona perfumes. Vanilla 28 is the perfect vanilla.
Kayali has such a strong fan base
Love you! @canaAlyce! 🫶🏻🥰 Tysm!
I know Trixie Mattel and other drag queens have said Huda Beauty is great, especially their matte makeup. They last long without shine and sweatproof (also very important for women living in warmer climates).
Ive not heard a complaint about their products
Once again well researched and delivered. I feel like am doing a course with you. Very educational. Thank you 😊😊😊😊
The school of underskin is now in session 🧑🏫
Don’t know much about the business, just know that if I don’t have a Huda concealer I am going to be very depressed 😢
Conceal, don’t feel
15:40 AAAA U CALLED ROBERT JAMES 😭😭😭 love the vid but that's so hilarious bc of their slogan 'we're not the same person'
I hate myself too
I came to make this same comment!!! 😂😂
She may not be as trending now like 2016-2018 but her setting powder is one of the best I’ve tried.
If it works it works
I am such a fan of the HB eyeshadow palettes - mercury retrograde is GOREGOUS!
Such great formulas
I was not familiar with Huda Beauty, this provided me with a solid background to the brand.
Im so glad 🫶
Robert Welsh does makeup. His twin brother James Welsh does skincare.
Everybody loves the twins, so juicy and so ripe
LOL - when I saw Robert on the screen but they said James Welsh all I could hear was "This is your weekly reminder we are not the same person." from their Twins channel. 😁
@@akabetty1 OMG! Yes, I completely forgot their twin channel!
@akabetty1 that was what I was going to comment 😂😂
I would say a few things -
1. Jackie is now using Huda - apparently they talked a few years ago and I think that helped A LOT with her branding.
2. She ordered the Beautie Bakery items before her campaign and BB created a different 50s aesthetic than Two Faced so it is HIGHLY suspicious that she created such a similar campaign.
3. Huda, the person and company, keeps quiet after controversies which I think allows them to safely ride those turbulent waves until the next "thing" comes about. Extremely smart social media instinct from the beginning.
4. You didn't delve into the perfume line but I would say that, while confusing when it first released, has eclipsed the makeup. The most recent pistachio release from last holiday?!? It almost felt like a new lash release. Everyone was talking about it even without a heavy PR push!
TBH, I forgot about Huda makeup. The makeup products give very heavy 2010s beauty guru vibes. It's interesting since it seems to address the same geographical and ethnic market as Hindash but they are very different styles. In the end, Huda may not be going anywhere soon but they almost feel nostalgic like Laura Mercier - you never think about them until you pass their stand and then move on to buy something else.
Great video as always!
1) yes, very true
2) hmm thats suspicious
3) more than agree with that
4) i thought it best to do a separate video on it because theyre run separately it seems
Also, I think maybe its part of their plan to become more like a heritage brand, we havent yet had one from our generation prove themselves with such longevity, so we are ripe for one
Glad you liked the video 🥰
I love HUDA beauty!! I bought my most expensive eye shadow palette from them and it is amazing!!
Certainly worth the price point fs
i love huda.. i think ppl are too hard on her and she’s easy to hate on.. i think u also forgot to mention when she stepped down at CEO? maybe i missed it lol
I did mention she stepped down. But yes, I agree pol have hated on her so easily, but that seems to happen a lot to women, its even a studied.
@@underskinYTthat was my takeaway. Once again, women are not able to be successful without large voices trying to bring them down.
I'm Arabic and she's extremely loved in our society,I personally love her products even though i am a natural makeup girlie !
If seems shes loved for good reason, I know my partner really likes her too 🙌
No Fenty matched yet 3 Huda foundations work.
More options doesnt mean better
Specialised could 100% be the way forward
I love Huda. Great quality make up for dark skin❤
Exactly!
expanding into fragrances was a genius idea. everyone, from my teenage friends to my mom, is obsessed with them
I really want to do a video on Kayali, I respect their marketing so much
omg yes you def should!! @@underskinYT
I have scanned few of huda products in Sephora with my Yuka app, and let me tell you!! As good as people claim they are, I won’t be buying any of that toxic make up.
Chemicals dont make it toxic though, theyre all needed
@@underskinYT did I say chemical? I said toxic !!
Full of hormone disruptors, endocrine disruptors, irritants and allergies causing ingredients, even some natural ingredients can be toxic, natural don’t mean healthy. Heroine is natural that don’t make it any good.
I love her products as a blacl woman the pigmentation and colormatch is on point
I have only 2 products from huda beauty Because they are expensive! (Atleast for my budget) and let me tell you the LIPSTICK! My fav shade is habibi and it's so Creamy and beautiful and it moisturizes the lips better than most lip balms I have tried. And the eye liner pen is amazing too people compliment my sharp wings all the time. Wish I had more money to buy their products 😭
Its definitely a brand that deserves its high price point, its not an inflated price
Same. I followed her since the very behinning. Until now I have only 3 products from her and still not even the eye shadow palette which I love so much because of the price. They deserve this price tag but it is so hard to make us support her and buy more from her. Am also pale af (am ethnically Syrian) and I am not sure my shde will be there because even in the western brands I never seem to perfectly match my color. Kayali is a brand I was following each release since day 1 too and still does not own anything from them!😭! I hope I can get new studf from her soon
Love your business breakdown of beauty companies
Thank you so much
Same! I watch her videos just for her business breakdowns ❤
This is incredibly fascinating. I've always wondered what kind of specialty makeup brands and beauty styles are popular elsewhere and how they differ and/or compare from American standards, since a lot of it definitely interweaves in and out. Examples being looking up a Maybelline, Revlon, or L'Oreal (a.k.a an American or European cosmetics brand) lipstick and coming across dozens of Middle Eastern women talking about shades that I've never personally heard of (Maybelline's ColorSensational in Dried Roses or Almond Pink are two I see quite a bit). There are other brands for sure, but those are the three I see a lot as far as my video shorts and recommended videos go, since I am always looking up swatches and reviews on drugstore brands so I don't buy something I'll regret.
Bluntly, there's an overlap in some places, and I always run into that overlap while browsing. Particularly in videos that involve ladies showing their top 5 or 10 lip products, they'll mention brands like Lakme or Colorbar, and then talk about Maybelline or Revlon in the same breath. The makeup marketing space is so ridiculously vast now. :'o
Its fascinating right? I love it. A great example of this are the Korean brands where some are geared specifically towards Koreans, some are for non-akoreans and very very few are for both
@@underskinYT Oh, goodness, yes! And Japanese makeup, too. Peripera, Etude House, Canmake, and Rom&nd all come to mind as brands I've seen explode in popularity over the years. I also remember watching videos of various girls using things like ArtClass contour palettes or Innisfree lipsticks(?) when I was first getting interested in "beauty TH-cam" many, many years ago.
There's just so much nuance in makeup culture around the world, it's all so interesting. And with things being so easy to access now for most people, there's just an endless overlap in usability for just about anyone who can get their hands on it.
Though, that's where you run into the dangers of hyperconsumerism and endless trends, but that's a whole other wheelbarrow of conversation.
The Beauty Bakerie scandal seemed overblown to me from the start. I understand that it hits differently because it's about a larger brand copying an indie brand. But the Beauty Bakerie branding was much more committed to presenting their products as ingredients, with flour bag outer packaging and egg carton holders for blending sponges. So, no one was going to forgo buying from them and turn to Huda instead, because, while Huda is much more easily accessible, being in Sephora, avid indie supporters were always going to go for the smaller brand, and the ones looking for the cutsy packaging were also not going to settle for Huda. If anything, this controversy helped Beauty Bakerie, it was really good press for them, and it made them more visible. Again, I can see why it's bad form to take an indie promo shoot and "imitate" it, if that's really what happened, with more expensive sets, lighting and editing, because of course it's going to look better, but, still, the indie customer market isn't looking for that to begin with, and they expect a less flashy presentation. At that point in time, if I'm not mistaken, I could have the time-line wrong, some popular indie beauty brands were still pressing eyeshadows in their own kitchens, and they were selling out. The argument against it having been a direct line of inspiration is solid too. But I just don't see why it had to be made about race, when it seems to have had nothing to do with it
Hasn't beauty bakerie also gone under now too? Maybe they need a video ahah
Their Originial Rose Gold Edition Pallete is the BEST! I hope they create it again because it was the perfect pallete-had the basics, transitions, and beautiful shimmers.
I love when products hold so much value to us like this does for you, it makes the seas of crap being sold to us so much more worth it
(Seas of crap being from other brands of course)
As an Arab woman, it's ok for something to be just FOR US. My god...
Very well done to Huda and her sisters👌🏾 There's enough room for everyone to prosper and flourish. Consumers have a wide choice of brands to choose from, and that's always great.
Exactly! Definitely space for all, but not all brands have to cater for all. Im not out here trying to see monopolies
I love your videos but your Harrods timeline is incorrect. Al Fayed sold in 2010. In 2016 it was owned by Qatar Investment Authority
Ah thank you
I didn't even know Huda Beauty was Arabic until now wow
Im glad to know you know 🥰
From my POV as a customer, Huda and their businesses are just a big confusing mixed bag. The brands are just incoherent and inconsistent. I got no clue on what the direction is for each brand. It’s giving both creative and copycat, inclusive but has favoritism, trendy but also late, good quality but also incomplete warning labels, both good and bad PR, etc.
Thats so interesting you feel that way, perhaps its as a result of the company being so big now
I don't get the point of being angry at the company because you as a consumer fail to identify with their brand. That is the point of having multiple companies, brands, choices. You pick what is right for you. You can't force a brand to be so inclusive to have every single individual in mind. And today, consumers feel the entitlement to really force every brand to serve them what they need and want, when in reality consumers never know that they ever needed the product before advertising take place. Why would every brand care about everybody if they have a specific niche? Why would you be angry if you don't fit into their story? Pick something else.
And for that poor influencer girl who was using too much of everything - she said she was disappointed that she was treated this way by somebody she thought represented HER?! OMG is this possible even! No brand represents you! No other person you don't know represents you! Are people insane?!! They are business. They represent their profit ffs! I just can't stop laughing at these new generations who think not only everything revolves around them personally, but they think it is perfectly healthy for them to have parasocial relationship with a BRAND. A COMPANY. A BUSINESS ENTITY. LOL!!!!!
I really think this will change in the future as people look for more targeted products instead of something generic meant for everyone. If you really think about it, having something for all is great on paper but in practicality, it waters down the focus one can take on each product. Itll be an interesting shift to watch
@@underskinYT Could be... also, it could be that people won't stop being people and continue craving for a piece of celebrity by buying any crap they try to sell.
Huda is used in wedding makeup for desi weddings
Oh I love that, what a special way to celebrate
Completely random, but I love when people bring up Jackie Aina‘s old videos and say she was right about something YEARS before these issues and topics were mainstream.
As a latecomer to online beauty thanks to coronavirus, it’s frankly been surprising how stuck-up, artificial, and generally off-putting a lot of the techniques, aesthetics, products and influencers are that this ‘community’ has embraced for over a decade. Makeup used to seem more fun, approachable, experimental, and budget-friendly but the intensifying commodification, excess, and brand/product obsessions are ruining it so that it resembles the worst of fashion, where richer trend-obsessed individuals dictate what’s ‘hot vs. not’ and spend an unrealistic (for most) amount of time/money on the interest compared to busy (including struggling) working women & teens. It’s a massive turnoff and reeks of elitism and shows how too much money and image-crafting can ruin something that used to be relatively welcoming & accessible.
I love commerce, retailing and business, but I will always advocate for only buying what you need and want within your price range. You do not have to buy to be a consumer 💕
Thank you for making this video. You're research and conclusions are spot on. I'm South Asian and I really enjoy Huda Beauty's products. They really do produce makeup that works for my skin tone.
Also, the reason why we never address lies or false accusations is because we always ask, what would Beyoncé do! Lol!Queeeen! 🩷🩷🩷
WWBD, what would 🐝 do?
Yass yasss yassss!!! 👸🏽🐝
I just wish her liners had more product in them and the lids would stay on. 🙄
she’s pro palestine so i’m buying everything she sells
I am not a makeup person despite liking learning about it and its history and business sphere, and I love your videos for the business aspect. I always thought Huda Beauty was of Middle or Central Asia origin due to the name "Huda" as it sounded quite Islamic and was impressed that it managed to get known and sold in America. Was rather surprised and unsurprised to learn Huda was an Iraqi American 😂❤
Im just glad we can discuss it as theres not a lot of middle eastern brands known in the west just because the consumers have different taste, so as you said, for the US launch to be so successful is a real feat
when its come to huda beauty, i m more oriented on the fragrance side which I love and die for!!!!it is very unique and very not expensive I love Mona kattan not because she own Kayali but her personality is just waw....... I love how she interact to the consumer on her Ig very freindly.
The more I research, the more I respect these women, very savvy both traditionally and modernly on social media. I want to do a video about Kayali soon, Im interested to see more about it
@@underskinYT yes yes do kayali they really need to be showen aroud the world
Great video, hadn’t thought of their targeting etc. Smart ladies. I still love their products even if the online make up community claim they’ve fallen off. The empowered eye pallet was gorgeous
Phenomenally good businesswomen, for sure
I think Huda beauty hasn’t yet evolved to the current makeup trend, she has glowish but we don’t see Huda promote it or even wear clean makeup, plus rare beauty and all got famous though TikTok and not really through yt
Honestly I dont think theyre trying for clean make up, its not her brand and she knwos it. Trends change, so when more intricate styles come back she will have a great history to legitimise her stance
Your channel is so educational. I love seeing the marketing side of makeup brands.
Thank you so much 🥰 hopefully onwards and upwards from here
Her duo mascara is amazing and I like that the tub is not round. If I put it down the tube doesn’t roll and it saves me when I’m in a rush
Its good for people with difficulty using their fingers too 🥰
Holy puffy cheekbones batman 2:11
Probably the only eyeshadows that can be cool toned and even pastel without looking ashy on olive skin.
I love how some in the comment sections are trashing America.
But don't mind including themseleves in our movies and TV Shows.
Bollywood straight up copies Hollywood
Huda beauty has not fallen, but the west has.
Our wages are certainly in the toilet rn, thats true
I love the Brand! The products I have I adore. Granted I haven’t tried everything. Love the inclusivity, Love the esthetic, love that’s it’s women/ minority owned.
Im interested in the last bit you said bcs obviously that currently is provide a point of difference, but I’m not sure how much that affects the market today. We’ve had such a huge saturation of minority owned brands that I wonder how long that will remain unique
@@underskinYT I agree with that. I personally buy all brands as long as the products are good! But representation will always be important.
I always disliked huds beauty bc the under tones never looked good on me. But I put it on my tan friend and it was perfection. Even her light palettes had warm undertones.
Your tan friend is very lucky
Actually, based on what you said in this video, Huda Beauty is made for me 😜 As a Middle Eastern woman living in a Western country.
That’s so funny, yeah, the title should now read (excluding @le2382) 🤣🤣🤣🤍🤍
Every girl I know has something from Huda Beauty.
Here is the corrected sentence: “I love Huda foundations because they provide full coverage. I don’t need to apply multiple layers of foundation to achieve this. Her blushes are fantastic, and I own all the shades. Even the lightest one looks good on my light-medium skin. The concealers are good, and the eyeshadow palettes are pigmented. Her perfumes are fantastic as well. The foundation shade range is good. I still use other brands like MAC, Lancome, Fenty, YSL, Ilmasqua, and Chanel, but so far, no other brand has managed to beat the coverage of Huda’s foundations and concealers. If I am investing a significant amount of money in a foundation and a concealer, I expect true coverage, not a foundation that is more than half water.”
Huda is very popular and will be here for a while 0:49
Where is here for you?
@@underskinYT just thriving basically they are doing well for themselves
I really like the HB range. I have the concealer, foundation and have just purchased the "nude" eyeshadow palette! Granted, I am south Asian and find her products suitable for my skintone (mine is similar to Huda's) but I see no reason why her products wouldn't suit more lighter skintones.
Now I want to try the Kayali perfume!
I really want to try the perfume too, I know that Mona has watched the video, maybe I’ll get on the PR list one day 🤣
as an arab american woman who was too young when the 2010s scandals happened to fully understand the details at the time, this video just made me want to buy some stuff from huda, after seeing that even their light toned foundations have a yellower undertone :-)
seems like huda beauty may actually be for me! lolol
Hahah maybe it is 🤣
I think I already mentioned a couple videos back, how I love the beauty channel. I was super excited for this video. Awesome great insight as usual.Although I found this particular vid to be a little too fast paced. Also just out of curiosity, given that they're other beauty review channels out here, what would you say is your differentiator? If you were to unbiasedly critic yourself?
I believe I have two differentiators, the first is the level of detail that I go into with research and the second is looking at the companies from a business perspective. I also think that I have a more neutral way of commenting on companies which is more of a differentiator here than on the fashion channel, a lot of the beauty videos focus on the drama of it, the ethics of their decisions, almost talking of them as a person, whereas I tend to prefer to understand why or how in a more logical and less personal way (though both are certainly valid, I dont want to decry anyone). That was never really intentional as a differentiator though, it came as a result of looking at them as a business, but its certainly the differentiator I get the most comments on.
However, I say all of that, but Im also well aware that if I did a competitor analysis that I would be able to point out a lot of points of weakness too. Its a saturated genre and that comes with its own challenges. But, I do just genuinely enjoy the content I produce and I certainly hope that comes across more than anything else
@@underskinYT this was actually quite spot on, because what you've described is actually what peeks through. It's quite saturated for sure, but I feel your channel has brought such a fresh perspective to the beauty space. I genuinely love it, for someone who loves make up, but also loves intellectually stimulating conversations, I get a kick out of video essays, so having this perspective on beauty is honestly quite satisfying for me as part of your audience. can't wait for the next one, looking forward to it. 🤗🌞
Thank you so much, Im so glad you find that value in what I produce. Actually, in general, Im so flattered to have found so many people interested in that side of the industry and that I dont feel like Ive been lost in the seas of other videos/channels
I absolutely love Huda makeup. I really want to try her foundation. I am Asian/Mixed Race and need a lighter shade with yellow undertones. I know that I am not their targeted audience, but I am so happy to find a brand meant for non-Europeans. When you aren’t exactly white it is more difficult to find a makeup brand that suits you.
It is simply out of my budget range. A good brand foundation costs 600 to 800 Inr. Huda range starts from more than 1900 inr.
You dont have to buy to be a consumer 🤍
Great video essay! I really love your editing style and appreciate your inclusion of facts without a ton of personal opinions. It was nice to hear about Huda Beauty! I can't wait to watch your other videos.
Im so glad thank you so much! Im also glad you like my editing style, Im always trying to improve, so thats honestly such a relief to hear 🥹 let me know what else you watch because I always reply 💕
Why post such a negative clickbait title?
I tried a few, this one worked the best. The video explains how they work with their target market so its explanatory and superlative enough to get noticed. I dont love titles like this personally too, but frankly, you need to play the game to be in the race
@@underskinYT I feel u! Best wishes
She's really massive in India
And for good reason!
It's all good Alicia. Happy new year. Keep the hair😊 it's SPLENDID!
Happy new year
Thanks for sharing. I dint care if it’s not for me because I live my natural beauty.
For sure! Even if youre not actively buying the products, its good to be informed imo 🤍
Huda faux filter concelar is my favorite, beats Helena Rubinstein magic concealer in my opinion.
I love that you found a product you love 🥰
A brand that "targets" melanated people with oily skin in warm climates, I'm ALL here for it. Huda did her big one when she dropped a brand that has people who look like me in mind. Then they had the beauty world SHOOKETH when she took over the fragrance scene. The Kattan sisters are icons and legends in the beauty world. I will ALWAYS support them.
Why “targets”?
15:52 Just, so you know this is NOT James Welsh, but his twin brother - Robert Welsh. People get them cofused all the time 😂
I know 🥺 Im just dumb
@underskinYT Don't worry, girl! I rather wrote it so others won't get confused, not to criticize you. The video is wonderful! 💕
Wait, they’re twins!
The only good/great thing about Huda is the powders.
Why noone talks about Huda being heavily antisemitic
Because they aren’t
It’s for POC ❤ we love Huda 🇵🇸