If you ever were in need of an inspiring Arab success story, here is one for you. Huda Kattan began her career as a makeup artist and beauty blogger, going on to launch her first product—a pair of eyelashes—in 2011. Today, her namesake brand Huda Beauty is the world’s most in-demand beauty label.
The Cosmetify Index, an annual ranking of the 200 hottest beauty brands in the world, announced the news. Kattan’s brainchild beat Kylie Cosmetis, Anastasia Beverly Hills and MAC Cosmetics for the title, with 48 million followers on Instagram and 27 million hashtag mentions.
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Kattan who stepped down as CEO in late September to focus more on content production, is also receiving recognition for her influence. The beauty guru has been chosen by Cosmetify as the world’s top beauty influencer. According to the index, Kattan makes almost $4,000 per video and over $160,000 per sponsored Instagram post.
The report, which is based on Google search volume and Instagram followers, hashtags and engagement, proves just how power social media holds, particularly in the beauty industry.
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As it turns out, beauty brands are often among the most followed and engaged with platforms on social media, using their platforms to showcase tips and tutorials for their fans, as well as working with the ever-increasing number of beauty influencers and bloggers. We even witnessed brands go viral solely thanks to TikTok hype.
According to GlobalWebIndex, consumers are around 41 percent more likely to discover new brands or products via ads seen on social media, and 47 percent more likely to via updates on brands’ social media pages. Was this Huda Beauty’s weapon to remain on top of the charts? The numbers are pretty assuring.
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