Huda Beauty tops the Cosmetify Index in 2025

A record performance for the cosmetics brand founded in 2013 by makeup artist and entrepreneur Huda Kattan and headquartered in Dubai. Huda Beauty maintained the top position on Cosmetify’s Beauty Brand Index for the first three quarters of 2025 and ranked second overall in the annual ranking. This dominance – measured through global search demand and transactional engagement – highlights the strength of Huda Beauty’s business model in the prestige makeup segment. Initially propelled by its false lashes, the brand now relies on a robust omnichannel strategy (including Sephora and e-commerce) and strong responsiveness in high-value categories. For industry players, maintaining the number-one position underscores the premium placed on operational agility and the effective management of digital demand flows in an increasingly competitive global market.