Netizens and U.S.-based advocacy groups are urging cosmetics retailer Sephora to cut ties with Huda Beauty after founder Huda Kattan made controversial remarks about Israel in a TikTok video.
In the since-deleted clip, Kattan alleged Israeli involvement in major global events, including world wars and the September 11 attacks. While some reports claimed TikTok removed the video under “misinformation policies,” Kattan stated she deleted it herself.
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Jewish organisations, including StopAntisemitism, condemned her remarks, with founder Liora Rez urging Sephora to “immediately drop Huda Beauty” in line with its commitment to inclusivity. The Anti-Defamation League called the statements “dangerous and historically baseless,” while Yad Vashem’s U.S. director compared them to Nazi-era antisemitic rhetoric.
Sephora, owned by LVMH, responded by reaffirming its dedication to inclusivity and confirmed it is reviewing the matter internally.
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Founded in 2013, Huda Beauty is valued at over $1 billion, generating around $200 million in annual revenue and boasting more than 57 million Instagram followers.
In a follow up video, Kattan clarified her comments targeted the Israeli government, not Jewish individuals. She reaffirmed her support for Palestinians, denied Holocaust denial claims, and accused critics of conflating opposition to Israeli policies with antisemitism.
Despite mounting calls for action, neither Huda Beauty nor Kattan has issued a formal response regarding Sephora’s partnership.
