Sephora under pressure to cut ties with Huda Beauty after Founder's controversial TikTok blaming Israel for war sparks outrage
The spark that ignited the fire at Sephora
The video also made outrageous, widely‑debunked allegations, including that Israel protected paedophiles and harvested Palestinian organs. TikTok subsequently removed the video for violating hate‑speech and misinformation rules, though Kattan maintains that she removed it herself, saying critics twisted her words.
The drama escalated as Kattan released a follow‑up video, defending her position. She asserted that she could not condone 'any hate of any kind, including hate against Jewish people'. She maintained that she had not referenced Jews nor the Holocaust, insisting that her remarks were distorted, framing the backlash as an unjust attempt to silence her criticism of Israeli actions in Gaza, where she spotlighted the humanitarian calamity and civilian suffering.
Sephora's balancing act
After weeks of growing tension, Sephora, which has retailed Huda Beauty since 2011, finally spoke out on 7 August 2025. The company emphasised its commitment to a 'welcoming and inclusive shopping experience for all' and noted that the inflammatory remarks did not align with its values or code of conduct. Sephora confirmed that it is 'actively reviewing this issue internally, including working with the brand', but stopped short of signalling any definitive next steps.
Stakes are high for Huda Beauty
Huda Beauty carries considerable weight in the world of cosmetics, valued at approximately $1.2 billion and generating around $200 million in annual sales. It is a flagship brand for Sephora, rivalling other major retailers like Harrods and Walmart in reach. This makes the retailer's response especially delicate, as distancing itself could mean significant financial ramifications, but failing to act could alienate customers and advocacy groups.
A troubled track record of Sephora
This is hardly the first time Kattan has courted controversy. Following the Hamas‑Israel conflict in October 2023, she sparked a petition demanding her removal from Sephora when she responded to a boycott threat from an Israeli customer by expressing that she did not desire 'blood money'. That incident gained over 30,000 petition signatures and foreshadowed the current maelstrom.
What lies ahead
As outrage simmers across social media and advocacy circles grow louder, Sephora stands at a crossroads. The company must weigh its moral compass against its commercial interests. Will it side with values of inclusion and integrity, or will market pressures keep the status quo?
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