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How many times have you thought about giving up your job to do something you really love?
Ten years ago, Huda Kattan made this decision and now owns a beauty products empire worth R $ 3.9. billion dollars, according to Forbes magazine
The American left her post in Dubai, where she lived for two years as chief financial officer and in Los Angeles. She began working as a makeup artist and creating a beauty blog.
At that time, she started producing her own false eyelashes because she did not think that a pattern would suit her clients.
"I did not know if I belonged to" the beauty industry ", necessarily … I always knew that I loved this area, but my family did not like it. was not in the field of fashion or beauty, "Huda said in an interview with the BBC. The businesswoman's family, born in the United States, is made up of Iraqi immigrants.
"In my family, people were in a" serious "job, like a lawyer or a doctor, it was the kind of thing they wanted me to do, my branch change was a big event for them, "he says. "I had the feeling that at first they were disappointed, I knew I had to prove something to take seriously."
In 2013, when he was 30, Huda began his eyewear business. At the time, she already had a good base of potential customers – people who read her blog or followed her on social networks.
But nothing could have worked without the insistence of his sister, Mona, who is now president. "I have constantly emphasized these opportunities," says Mona at the BBC
They were both planning to launch a new lash. ;others products. those beyond the eyelashes and once in the beauty industry. They thought of using their Iraqi heritage to create a makeup influenced by the Middle East.
"We first made a pencil in the mouth, then a liquid lipstick and a palette of shadows." "I grew up in a very small town in the southern United States, in Tennessee, I did not grow up in the United States, but I had an influence from the Middle East. , but I wore a lot of eyeliner – and no one around me did, not even my mother. "
" When I moved to the Middle East, I'd have it. I began to wonder if my choices were innate, "he says.
According to Alison Tay, editor-in-chief of the fashion magazine Grazia Middle East, Huda Beauty's growth took place exactly as Middle Eastern fashion began to be valued around the world.
Tay cites as an example of success the company launches: a set of four perfumes that can be used separately or even superimposed. "With the latest fragrances, Huda gives the world a course on perfume layers, a customary practice in the Middle East," Tay said.
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No. I am motivated by money
The Huda Beauty brand has grown extremely fast, with a portfolio of just over 140 products.
However, the businesswoman Huda Kattan says that profit is not part of her mission and that she focuses on "spreading her message".
"I'm not motivated by the" I'm here for something, not because I want to make a lot of money, I never say: "Let's do it because it's going to bring a lot "I have recently offered $ 10 million (about R $ 39 million)" This is not that I do not like the products, but I am in the job for a mission and challenge the sector. For many years, brands have created many products to sell an idea of beauty, putting beauty in a box and giving everyone the same. "
Huda Beauty products are more inclusive, because they target different skin tones.
Alison Tay, of Grazia Middle East magazine, says that Huda Kattan's image of "powerful woman" and "dark skin" influences girls from the Middle East who have access to social networks.
It is something that the business woman takes very seriously. She says that having an Iraqi heritage motivates her to create new standards of beauty to inspire non-whites, something that has never happened to her, she says.
"When I was a child, I never respected the standards of beauty, and always
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" Beauty is really has become political over the last 18 months, brands must understand why it has become political "
" We must be more sincere and more demanding, "he says about the beauty industry. [19659002] In September, singer Rihanna, for example, launched Fenty Beauty, which was praised for having products for all skin tones. "The need for inclusion comes from oppression, it comes from people who do not feel like part of things, "said Kattan.
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