Huda Beauty has officially cut ties with Love Island USA star Huda Mustafa just six weeks after announcing their high-profile collaboration.
The brand, founded by influencer and entrepreneur Huda Kattan, confirmed the end of the partnership on 1 November via Instagram, citing “behaviour” that did not align with its core values. The decision followed a TikTok Live session on 28 October featuring Mustafa and her boyfriend Louis Russell, during which a caller allegedly used a racist slur—an incident that, while unverified by Cosmetics Business, has since caused significant backlash online.
“At Huda Beauty, kindness and humanity are at the heart of everything we do,” the company said in a statement. “Unfortunately, one of our recent collaborators has displayed behaviour that does not align with our values. We are truly disappointed by Huda Mustafa’s recent live, and we take all forms of racism very seriously.”
The brand added that while it did not believe Mustafa’s actions reflected her character, her handling of the situation “deeply upset” members of its community and team. “While we valued the partnership we had with Huda, her recent behaviour, and the way the situation has been handled do not reflect our brand’s principles,” the company concluded.
The collaboration between Mustafa and Huda Beauty, described by Kattan as one of her “most requested,” was launched in late September to promote the brand’s Easy Bake Duo Loose Powder. The campaign video, now deleted, featured a playful interaction between Mustafa and Kattan, underscoring the brand’s creative storytelling approach.
The termination comes as Kattan continues to navigate a heightened level of scrutiny around her brand and public stance. Earlier this year, Sephora, owned by LVMH, investigated social media backlash linked to a video Kattan posted addressing the Israel-Palestinian conflict. Kattan, who regained full ownership of Huda Beauty in June 2025, has been outspoken about humanitarian issues, including the ongoing violence in Palestine.
