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New Delhi: Huda Beauty, the global cosmetics brand founded by influencer and entrepreneur Huda Kattan, is facing an online backlash following an Instagram post related to Iran’s Islamic regime.
The controversy has triggered a coordinated boycott campaign across Instagram and TikTok, driven largely by Iranian women, activists and diaspora creators, who argue that the post overlooked the realities of life under the regime and undermined years of protest and resistance.
The backlash centres on a video shared to Kattan’s Instagram account (@huda), which showed a woman burning an image of Crown Prince Reza Pahlavi, a political figure viewed by many Iranians as symbolic of a secular future and opposition to the current regime.
Iranian social media users said the clip resembled state-produced material and accused the founder of amplifying regime-aligned messaging at a time when protests, communications restrictions and human rights violations continue in Iran.
In the days following the post, social media platforms were flooded with videos of users publicly discarding Huda Beauty products and urging others to stop supporting the brand. Many creators filmed themselves throwing products into bins, destroying them on camera, or staging demonstrations outside beauty retailers. Some videos show posters being placed outside Sephora stores, while others document users contacting customer service teams to demand that the brand be removed from shelves.
Several creators also made unverified claims about the products themselves, including assertions that the makeup “smells like blood” or symbolises violence. These statements have circulated widely online but have not been supported by any independent verification or response from the company.
In some videos, users used inflammatory language directed at Kattan personally, reflecting the intensity of online anger rather than facts.
Observers note that such rhetoric highlights how quickly social media backlash can escalate once a boycott gathers momentum.
Huda Kattan, 42, was born in the United States to Iraqi parents and co-founded Huda Beauty with her sister, Mona Kattan. What began as a beauty blog and tutorial-driven social media presence grew into a global cosmetics business, now stocked by major retailers including Sephora and valued at over $500 million. The brand has built a particularly strong customer base across the Middle East, where it has long been associated with trends popular among Arab women.
Iranian women have historically been significant consumers of beauty products, including Huda Beauty, despite living under strict Islamic laws that regulate dress and personal expression. Many critics say this history has intensified feelings of betrayal, as the brand was widely supported even during periods of political repression and economic hardship.
As the backlash gained traction, older controversies involving Kattan resurfaced. In 2024, she faced criticism after sharing posts that suggested Israel was responsible for multiple global conflicts and attacks.
Those posts were later removed by TikTok for violating platform guidelines, following concerns raised by Jewish organisations and watchdog groups. While unrelated to the current Iran-focused backlash, critics have cited these incidents as part of a broader pattern of politically charged social media activity.
The latest controversy has also drawn attention to retailers. Sephora, one of Huda Beauty’s largest global stockists, has been tagged repeatedly in boycott posts, with customers calling on the retailer to clarify its position. As of publication, neither Sephora nor Huda Beauty has issued a public statement addressing the current backlash.