Netizens and US-based advocacy groups urge Sephora to end its partnership with Huda Beauty after founder Huda Kattan’s controversial TikTok video about Israel. In the deleted clip, Kattan asked, “Are they responsible for every world war? Yes. Involved in September 11? Absolutely.” The video gained 1.7 million views before removal. Some sources claim TikTok deleted it under misinformation rules, but Kattan said she removed it herself.
Jewish groups condemned her remarks. StopAntisemitism sent a letter to Sephora urging them to drop Huda Beauty. Founder Liora Rez said Sephora should “quickly drop Huda Beauty” if it values a safe and inclusive environment. The Anti-Defamation League called her statements “dangerous and historically baseless.” The US director of Yad Vashem compared them to Nazi-era antisemitic rhetoric.
Sephora reaffirmed its commitment to inclusion and said it is reviewing the matter internally. Huda Beauty, launched in 2013, is valued at over $1 billion and earns around $200 million annually. The brand has over 57 million Instagram followers and sells its products at Sephora, which is owned by luxury giant LVMH.
In a follow-up video, Huda Kattan clarified that her comments targeted the Israeli government, not Jewish people. She said supporting Palestinians in Gaza is not antisemitism. Kattan accused her critics of twisting her words to silence opposition. She stated, “I have never denied the Holocaust,” adding that her education on the subject motivates her to speak on humanitarian issues.
Kattan rejected claims that she spreads hate. She argued that the backlash is trying to link criticism of Israeli policies with hatred of Jewish people. Despite increasing calls for action, neither Kattan nor Huda Beauty has addressed requests for Sephora to cut ties. The dispute continues to spark debate online and among advocacy groups.
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