Global beauty brand Huda Beauty — founded by influencer-entrepreneur Huda Kattan — has taken swift action to sever its collaboration with reality-TV star Huda Mustafa, following her involvement in a livestream incident in which a racial slur was directed at fellow cast-member Olandria Carthen. The brand announced the termination of the partnership, citing misalignment with its values of “kindness and humanity”.
What Happened:
During a live video session, Mustafa and her boyfriend appear to receive a call in which the caller uses a racial slur aimed at Carthen. The clip, which circulated online, showed Mustafa reacting with a laugh — a moment that quickly sparked backlash. Carthen responded on social media that such language carries “generations of pain” and emphasised that “pretending otherwise only keeps the cycle going.”
In response, Mustafa posted a public apology asserting that she “didn’t fully hear” the slur at first and insisted she did not condone such language.
The brand’s official statement explained:
“At Huda Beauty, kindness and humanity are at the heart of everything we do. Unfortunately, one of our recent collaborators has displayed behaviour that does not align with our values… We know that many members of our community and team were hurt and offended by these actions… As a result, we have decided to end our partnership and remove any related content from our social platforms and in-store displays.”
Broader Implications for Huda Beauty:
This is one of several reputational challenges the brand has faced this year. Earlier, Sephora reportedly removed Huda Beauty from a major fall campaign amid controversy surrounding Huda Kattan’s past social-media posts implicating the brand in broader geopolitical and antisemitic discussions. Puck+2The Times of India+2 Additionally, in June 2025 the brand announced that Kattan regained majority ownership of the company, a strategic move signalling a pivot toward tighter brand control. The Business of Fashion
In this context, the Mustafa incident appears particularly sensitive: the brand is managing not just influencer collaboration risks, but also its wider credibility as a global beauty leader.
Why It Matters:
- The beauty industry is increasingly held accountable by consumers, especially Gen Z and socially conscious buyers, for the personal conduct of brand partners and ambassadors.
- For Huda Beauty — a brand built on authenticity and the persona of its founder — such controversies can erode trust and loyalty.
- The decision to publicise the termination and remove associated materials signals a more aggressive stance on brand values and risk-management.
Outlook:
Going forward, Huda Beauty will likely be under closer scrutiny when it comes to collaborator vetting, worldwide campaign messaging, and association with social influencers. The immediate damage may be contained as the brand acts promptly, but the incident serves as a wake-up call about the volatility of influencer-led partnerships, especially in a digitally amplified environment.
