Sephora is “actively reviewing” its partnership with Huda Beauty after founder Huda Kattan posted a TikTok video accusing Israel of being behind several global conflicts, including both World Wars, 9/11, and 7 October. The video, which Kattan says she deleted herself, drew condemnation from Jewish advocacy groups including the Anti-Defamation League and the American Jewish Committee, who labelled her remarks antisemitic.
Sephora stated that “promoting hate, harassment, or misinformation” conflicts with its values and that it is working with the brand on the issue. Advocacy groups have urged the retailer to cut ties, while supporters of Kattan have launched the hashtag #BoycottSephora, urging purchases directly from Huda Beauty’s site or alternative retailers.
Kattan later posted a clarification, saying her comments were aimed at the Israeli government, not Jewish people, and accusing critics of twisting her words to silence her pro-Palestinian stance. She said she has never denied the Holocaust, adding that learning about it had motivated her to speak out against injustices.
This is not the first time Kattan has voiced strong political views in 2023, she said she was willing to “risk my entire business” for Palestine and donated $1 million to Gaza relief efforts. Sephora has not confirmed when it will conclude its review.