Retailer Boots said it was "discussing the issue directly with the brand as a priority" after campaigners and customers urged the company to stop stocking Huda Beauty products following a series of posts by the brand’s founder, Huda Kattan, that critics have called "vile anti‑Semitic conspiracy theories."
The calls intensified this week after images circulated showing Kattan’s face in a large Boots window display at the company’s Covent Garden store advertising Huda Beauty’s three‑step base routine. Activists have launched petitions and social‑media campaigns asking Boots and other stockists to withdraw the line, and some customers have threatened boycotts.
The controversy stems from several social‑media posts by Kattan, a U.S.‑born, Iraqi‑heritage entrepreneur who runs the global brand Huda Beauty. In one video that was shared and later removed from her TikTok account, Kattan referred to conspiracy claims that accused Israel of involvement in historical events including the First and Second World Wars, the September 11 attacks and the October 7 attacks in 2023. The American Jewish Committee described the clip as "the spread of vile anti‑Semitic conspiracy theories." Kattan has said the clip was "misconstrued" and later posted a video saying she did not condone hate of any kind.
Boots, which began stocking Huda Beauty products in 2020 as part of a wider merchandise revamp, said in a statement that it takes "our core values of inclusivity, tolerance and kindness very seriously" and would continue to "closely monitor the situation." The retailer did not say whether it would remove the products.
Campaigners drew attention to previous moves by other retailers. Sephora, Huda Beauty’s exclusive North American partner, said last month it was "actively reviewing" the issue after more than 33,000 people signed a Change.org petition calling for Huda Beauty to be pulled from shelves. Sephora confirmed it had been working with the brand and said promoting hate, harassment or misinformation was not aligned with its values. Following the dispute, Kattan was absent from a recent Sephora campaign.
Deborah Lyons, co‑founder of Fashion and Beauty Against Anti‑Semitism, told the Telegraph that the Boots advertising was "shocking," given current expectations of corporate accountability for discriminatory conduct. Mark Gardner, chief executive of the Community Security Trust, said Kattan "has promoted vile extremism against Jews" and added that if the comments had targeted another minority group, retailers would likely have acted more swiftly.
A grassroots movement called Field Of David shared a letter petitioning Boots to stop selling Huda Beauty, saying the founder "regularly posts anti‑Jewish sentiments on social media" and alleging the conspiracy claims were dangerous. Other social‑media users posted messages tagging Boots and vowing not to shop there while the brand was stocked.
Kattan has repeatedly voiced pro‑Palestinian views online, including calls for humanitarian aid to Gaza and criticism of Israeli government actions. In a tearful video posted in August she rejected accusations of anti‑Semitism, saying she "would never condone any hate of any kind" and that a previously posted clip had been taken down after it was "misconstrued." She has also said on multiple occasions she did not want "blood money" from Israeli customers, a remark that drew condemnation and furthered calls for retailers to sever ties.
Kattan’s profile in the beauty industry is substantial. She began blogging and posting tutorials in 2010 and founded Huda Beauty in 2013 with her sisters. The brand became a global cosmetics business stocked by retailers including Selfridges, Harrods and Cult Beauty, and Kattan is estimated to have a personal net worth in the hundreds of millions of dollars. She has more than 50 million followers on Instagram.
The recent furore is the latest episode in a longer history of controversy surrounding Kattan. She has faced criticism in the past from LGBTQ+ advocates who said the brand and her social channels underrepresented men in makeup; the company has since included a broader range of models in its promotions. The founder’s online statements since the October 2023 Gaza war have drawn heightened scrutiny from both supporters and detractors.
Retailers must balance commercial relationships with brands against reputational risks that arise when a founder’s public statements provoke allegations of hate or discrimination. Boots said it had "been absolutely clear on the importance of our inclusivity values in those discussions" with Huda Beauty and would continue to monitor developments.
Huda Beauty did not immediately provide an updated comment to media requests about the latest retailer pressure. Campaigners said they would continue to press retailers until products are removed or the company issues a formal response that addresses their concerns.
The dispute highlights growing pressure on consumer companies to respond to the public statements of brand founders and influencers, particularly on sensitive geopolitical issues that can prompt widespread consumer reaction and organized campaigns.