Netizens and United States (US)-based advocacy groups have urged cosmetics retailer Sephora to sever its partnership with Huda Beauty after founder Huda Kattan made controversial claims regarding Israel in a TikTok video.

 

 

In the post, which has since been deleted, Kattan blamed Israel for significant historical events, including the global wars and the September 11 attacks. “Are they responsible for every world war? Yes. Involved in September 11? Absolutely,” she said in the clip, which received 1.7 million views.

 

 

While some media outlets claimed that TikTok removed the video in line with “misinformation policies”, Kattan later clarified that she had decided to delete it herself.

 

 

Despite the removal, her comments sparked criticism from Jewish organisations, including StopAntisemitism, which sent a letter to Sephora urging them to cut ties with Huda Beauty. The organisation’s founder Liora Rez said stated that Sephora should “immediately drop Huda Beauty” if it is dedicated to fostering a safe and inclusive environment.

 

 

The Anti-Defamation League described Kattan’s remarks as “dangerous and historically baseless” whreas the US director of Yad Vashem likened them to language used by Nazis to incite antisemitism.

 

 

In a statement to the media, Sephora reiterated its commitment to inclusivity and announced that it was evaluating the matter internally.

 

 

Launched by Kattan in 2013, Huda Beauty is valued at over $1 billion and reportedly generates around $200 million in revenue annually. The brand boasts more than 57 million Instagram followers and is available at Sephora, which is owned by luxury goods conglomerate LVMH.

 

 

In response to the backlash, Kattan released a second video to clarify her stance. She said that her comments were directed at the Israeli government rather than Jewish individuals, asserting that her support for Palestinians in Gaza does not equate to antisemitism. She accused her critics of distorting her words to suppress dissent and mentioned she has never denied the Holocaust, referring to her education on the subject as a key influence in her resolve to advocate for humanitarian issues.

 

 

Kattan also dismissed allegations that she fostered hatred, framing the backlash as part of a broader agenda to conflate opposition to Israeli policies with animosity toward Jewish people. Despite numerous calls for action, neither Kattan nor Huda Beauty has issued a statement in response to demands for Sephora to end their partnership.