Sephora drops Huda Beauty from flagship campaign after founder’s antisemitic conspiracy claims
Retail giant distances itself after founder falsely blames Israel for 9/11, World Wars and Hamas’ 7 October massacre
Sephora has removed Huda Beauty from its upcoming autumn “Experts” campaign following uproar over antisemitic conspiracy theories promoted by brand founder Huda Kattan.
The Iraqi-American influencer, 41, posted a TikTok video in July accusing Israel of orchestrating the two World Wars, the 9/11 terror attacks and the 7 October Hamas massacre. The video, viewed widely before its removal for breaching TikTok rules, also repeated other baseless conspiracies.
Sephora, owned by luxury group LVMH, initially said it was “reviewing” the matter and stressed that “promoting hate, harassment or misinformation does not align with our values.” Industry outlet Puck has since reported that Kattan has been dropped from the chain’s high-profile September campaign, which will now spotlight artists including Gucci Westman, Patrick Starr and Mario Dedivanovic.
“Kattan was set to be a big anchor,” journalist Rachel Strugatz reported. “Her absence will speak volumes.”
The Anti-Defamation League described Kattan’s remarks as “irresponsible and dangerous”, warning that they recycled “some of the oldest and most pernicious antisemitic tropes.” Jewish advocacy groups in the UK and US have urged retailers to cut ties with Huda Beauty entirely.
Kattan later attempted to defend herself, claiming her comments had been “misinterpreted” and were directed at Israeli policy rather than Jews or Judaism. She accused critics of leading a “defamation campaign.”
Her Dubai-based beauty empire, valued at nearly £900 million, remains stocked in major UK retailers including Boots, Selfridges, Harrods, Cult Beauty and Harvey Nichols. Sephora’s North American distribution network, however, is seen as critical to the brand’s global reach.
More than 7,000 people have signed a petition calling on Sephora to cut Huda Beauty from its shelves.
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