Sephora considers dropping Huda Beauty over 'Israel' criticism, sparking boycott calls

Cosmetics retailer Sephora has confirmed it is “actively reviewing” its relationship with beauty brand Huda Beauty after its founder, Huda Kattan, posted a TikTok video containing conspiracy theories against 'Israel'.

The video, which TikTok now deleted, showed Kattan saying that 'Israel' was responsible for several major global conflicts, including World War I, World War II, the September 11, and the October 7 events. She questioned, "Are they behind every World War? Yes."

The video sparked immediate backlash from Jewish advocacy groups and consumers. The Anti-Defamation League (ADL) condemned the statements, with CEO Jonathan Greenblatt calling them "vile myths" and "dangerous," adding, "Huda Kattan built a brand around beauty, but these antisemitic conspiracy theories are nothing short of ugly hate."

The American Jewish Committee (AJC) described the remarks as "vile antisemitic rhetoric" and "centuries-old hate repackaged." Groups like StopAntisemitism have sent letters urging Sephora to sever ties with Huda Beauty.

In response, Sephora said it takes the matter seriously and is reviewing the issue internally. A spokesperson added, "Promoting hate, harassment, or misinformation does not align with our values or code of conduct," and the company is "working with the brand" on this matter.

Meanwhile, a counter-movement on social media supports Kattan’s pro-Palestinian stance. Fans and advocates have rallied behind her, launching the hashtag #BoycottSephora and encouraging consumers to purchase Huda Beauty products directly from the brand’s website or other retailers.

This is not the first time Kattan’s political statements have drawn controversy. In 2021, she condemned the ethnic cleansing of Palestinians in Sheikh Jarrah, East Jerusalem.

In 2023, she stated she was willing to "risk my entire business" for her pro-Palestine position. Previously, after a boycott threat in October 2023, Kattan said, "I don't want blood money," sparking a petition demanding Sephora drop her brand.

Kattan has also used her platform for philanthropic causes, including donating USD 1 million to Doctors Without Borders and Human Appeal for Gaza relief efforts in November 2023. She has supported movements like Black Lives Matter and Asian American communities, among others.

This controversy highlights the growing challenge brands face when their founders’ political and social views intersect with polarizing global issues. As of now, Huda Kattan has not publicly responded to Sephora’s review.