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How social commerce can help create the next unicorn.

For someone who discovered Huda brand for the first time in 2016, the perception was that it was an age-old Middle East brand like Shiseido was to Japan or Clinique to America.

Little does one know that it had come to fruition in just 3 years, in 2013.

Beauty blogger Huda Kattan had started her beauty blog, Huda Beauty in 2010 and the first product that she launched under the brand was false eyelashes in 2013.

The makeup artist had amassed such a huge following in the three years as a blogger, the Huda lashes were sold out on the day that they hit the shelves. As a result, in the first year of operations, they went on to do $1.5 million in sales and $10 million the next, no small feat considering how cut-throat the beauty industry is.

What is unreal is her approach. At a time when advertisement was everything Huda took to creating tutorials since traditional marketing methods were not her aesthetic.

Instead, she chose to educate her followers on what compliments skin tones, how to wear beauty products and what brushes to use. That, and some help from influencer marketing, proved her mettle.

Huda is valued at $1.2 billion today.

Well, with dreams bigger than her lashes, we can’t wait to see how she wreaks havoc on the industry with her upcoming skin care range.


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