Sephora is “actively reviewing” remarks made by Huda Kattan, founder of the highly successful Huda Beauty, after she was accused of promoting what some describe as an antisemitic conspiracy theory about Israel.
So we’re all buying more Huda Beauty then? pic.twitter.com/3mlGAvqYZX
— missfalasteenia (@missfalsteenia) August 10, 2025
In a TikTok video shared with her 11 million followers, Kattan repeated claims suggesting Israel was behind World War I, World War II, the September 11 terrorist attacks, and Hamas’ October 7 assault on the country, according to CNN.
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“All of the conspiracy theories coming out, and a lot of evidence behind them — that Israel has been behind World War I, World War II, September 11, October 7 — they allowed all of this stuff to happen. Is this crazy?” Kattan said, before TikTok removed the video.
Huda Kattan, founder of Huda Beauty, has openly supported Palestine – even telling Israelis, “I don’t want your blood money.” Now, pro-Israel voices are calling for her to be dropped by Sephora. She’s risking her brand to stand for justice over profit pic.twitter.com/Yfdl1mw944
— LPC (@LandPalestine) August 10, 2025
It is worth noting that World War I and World War II took place before Israel was founded, and there is no credible evidence linking Israel to the September 11 attacks or the October 7 events.
The way Huda Beauty is willing to risk everything to speak out on Palestine — but DJ Khaled (a Palestinian himself) doesn’t want to speak out because it could cost him his luxury lifestyle. What a joke.
— missfalasteenia (@missfalsteenia) August 10, 2025
Sephora issued a statement emphasizing its commitment to inclusivity: “Sephora is driven by its mission to create a welcoming and inclusive shopping experience for all. We recognize that comments from one of our brand partners have raised concerns and want to be clear: promoting hate, harassment, or misinformation does not align with our values or code of conduct,” a spokesperson told CNN. “We take this matter very seriously and can confirm we are actively reviewing this issue internally, including working with the brand.”
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Calls for boycott
Jewish organizations have urged Sephora and other retailers to sever ties with Huda Beauty. “Huda Kattan built a brand around beauty—but these antisemitic conspiracy theories are nothing short of ugly hate,” said Jonathan Greenblatt, CEO of the Anti-Defamation League. “Spreading vile myths about Jews to millions of followers isn’t just reckless—it’s dangerous.”
Huda Beauty’s rise
Huda Kattan built a global beauty empire offering over 100 products and generating about $200 million in annual sales, according to Forbes. In 2017, private equity firm TSG Consumer Partners acquired a minority stake in Huda Beauty, valuing the company at $1.2 billion.