Huda Beauty Re-rebrand
Bold was never meant to play safe. A re-rebrand that brings back Huda Beauty’s unapologetic, influencer-led personality through a more expressive and human visual identity.
2 Months
2025
Problem
Huda Beauty’s recent rebrand took a surprisingly safe and minimal direction — a stark contrast to Huda’s real personality, which is bold, expressive, unapologetic, and deeply rooted in influencer culture. The new identity diluted the brand’s edge, making it feel generic and disconnected from the woman behind it.
Insight
Huda Kattan is the brand. Her fearlessness, glam energy, honesty, and influencer-first approach are what built the brand’s global loyalty. When the identity stops reflecting her voice, the brand loses its emotional connection and cultural impact. Beauty consumers today want authenticity, not caution.
Big Idea
A re-rebrand that brings Huda back into Huda Beauty.
A bold, human, influencer-led visual identity that embraces the glam, drama, and unapologetic confidence she represents. The system amplifies Huda’s real personality — expressive typography, striking visuals, and a confident, “no-safe-choices” attitude that restores what the new rebrand muted.
The result: a brand that finally looks like its founder again.
