Huda Beauty, the prominent Dubai-based cosmetics brand, has announced a major rebranding effort, including a new logo and revamped packaging. The changes were revealed in a video on Huda Kattan’s YouTube channel, which has garnered over one million views.
The redesigned logo features a lowercase, sans serif font with rounded edges, aiming to present a “bold but approachable” look. This new logo, alongside a new monogram, is intended to enhance the brand’s visual identity and differentiate it from competitors. The original logo, created by Kattan’s sister-in-law and first featured on Kattan’s blog, has been a key symbol of the brand’s history.
Kattan commented on the rebranding: “This is an opportunity for us to define who we are as a brand, who we are in the industry. We talk about empowerment and feelings, but we haven’t yet created that as a brand for our look and feel. I don’t think we took it seriously enough; we always thought about the product inside more than the packaging. Well, now we have to do the packaging.”
The packaging update will be phased in across Huda Beauty’s product range, beginning with the Easy Bake Loose Powder. The new design includes the updated logo, rounded corners, embossed lettering, and a removable flexible sifter, aimed at enhancing both the product’s look and functionality.
This rebranding effort is part of a larger internal restructuring at Huda Beauty, which also includes the discontinuation of the Glowish makeup/skincare hybrid line. The company plans to document the rebranding process through a video series on its YouTube channel.
Kattan reflected on the change: “Saying goodbye to the old logo was really hard. There was this aspect of shedding your skin, and saying goodbye to who you were. That old logo represents so much of our brand, of me, and all the struggles I went through. Change is hard, even good change. We always resist change as humans, but I’m ready for this one.”