Beauty entrepreneur Huda Kattan is facing renewed calls for retailers to remove products from her Huda Beauty line after social media posts she shared were condemned as promoting anti‑Semitic conspiracy theories, prompting activist petitions and public pressure on shops including Boots.
The controversy centers on a clip Kattan posted to TikTok in July in which she referenced conspiracy claims alleging Israel’s involvement in major historical events, including the two world wars and the September 11 attacks. The American Jewish Committee said the clip “spread vile anti‑Semitic conspiracy theories.” Kattan removed the original post and later posted a video saying the clip had been “misconstrued,” that she does not condone hate of any kind and that her criticism was of the policies of the state of Israel rather than Jewish people.
The dispute escalated after images circulated showing Kattan’s face on promotional displays at Boots’ Covent Garden store advertising Huda Beauty’s three‑step “Easy Blur” routine. Activists and some customers called on Boots to stop stocking the brand and threatened boycotts, while online groups organized letters and petitions urging retailers to cut ties. Boots said it was discussing the issue “directly with the brand as a priority” and reiterated its stated values of inclusivity, tolerance and kindness.
Deborah Lyons, co‑founder of Fashion and Beauty Against Anti‑Semitism, described the displays as shocking in light of public expectations of corporate accountability. Mark Gardner, chief executive of the Community Security Trust, called Kattan’s comments an instance of “vile extremism against Jews” and said retailers would not tolerate similar rhetoric about other minority groups.
A grassroots group called Field Of David circulated a letter to Boots and other retailers saying Kattan “regularly posts anti‑Jewish sentiments on social media” and pointing to multiple past posts on Kattan’s accounts that critics say equate Zionists with Nazis or make other inflammatory claims. The group and others have cited a Change.org petition that prompted a public review by Sephora earlier this year; Sephora said it was “actively reviewing” the issue after thousands signed a petition and subsequently omitted Kattan from a seasonal campaign.
Kattan, who built Huda Beauty into a global cosmetics company after launching a beauty blog in 2010 and founding the brand in 2013 with family members, has millions of followers on Instagram and other platforms. Her estimated personal net worth has been cited in media reports at roughly $500 million. Retailers that carry Huda Beauty include Sephora in North America and specialty stores such as Selfridges, Harrods and Cult Beauty in the U.K.
This year is not the first time Kattan has drawn controversy for comments and social posts. She has posted in support of Palestinian causes and, during past flareups, used language that some customers and activists described as divisive. In 2023, after the Oct. 7 attacks, she reposted a video that criticized Israeli policy and called for attention to the humanitarian situation in Gaza; she later appealed for donations to UNICEF to aid children in the region. Earlier in her career she also faced criticism from members of the LGBTQ community over perceived exclusion in social media content; the brand has since featured both men and women wearing its products.
Retail context and timelines have mattered to both critics and defenders. Boots began stocking Huda Beauty in 2020 as part of a strategy to broaden its beauty offerings. Sephora’s review followed a public petition and internal scrutiny that led to Kattan’s absence from at least one campaign; the company said in a statement that promoting hate, harassment or misinformation does not align with its values. Boots’ statement confirmed the retailer has raised inclusivity concerns in talks with the brand and said it would continue to monitor the situation.
Kattan has publicly contested characterizations of her remarks as anti‑Semitic. In an emotional video posted in August, she said she had learned about the Holocaust at school and that she would “never condone any hate of any kind,” adding that she had deleted the clip after it was “misconstrued.” She has also said she does not want “blood money” from Israeli customers and has characterized some of her comments as part of broader advocacy for Palestinian rights.
As the debate continues, activists have urged further retail action while some customers say they will stop shopping with stores that promote Kattan’s products. Retailers have signaled different approaches: some have paused campaigns or said they are reviewing partner relationships, while others have continued to stock Huda Beauty pending discussions with the company. The situation underscores the tensions retailers face when global brands and high‑profile founders become the focus of political and social controversies.
Huda Beauty did not immediately respond to requests for comment. Boots said it would continue engaging with the brand and monitoring developments. Several retail partners have said they are reviewing the matter internally, and activists have indicated they will press for clearer outcomes from companies that sell Kattan’s products.