After stepping down as CEO of Huda Beauty in 2020 to focus on other aspects of the company, Huda Kattan regained the title earlier this year to steer her beauty empire in a new direction. “When I launched eleven years ago, we started scrappy and just needed an identity, and we had to go with it,” she explains. “Now, I really want to redefine the brand, so Huda Beauty is going to be better than ever!” With a brand-new logo, reformulation of existing products (and removal of others!) and an elevated approach, the rebrand has the beauty world buzzing.
Huda revealed that she is documenting the rebrand process in a YouTube series that will take viewers behind the scenes at the Huda Beauty offices, letting them into everything "from unveiling the new logo to discontinuing products, to shoot days, events [and] office pranks." The first episode, Huda Beauty: The Rebrand, reveals the new logo and the new Easy Bake Pack. "Change is hard," Huda shares in the first episode, while discussing phasing out the original Huda Beauty logo. "Even good change."
