Recently, LVMH-owned beauty retailer Sephora has confirmed it is “actively reviewing” a social media backlash involving its brand partner Huda Beauty, following a video posted by the brand’s founder, Huda Kattan. The now-deleted TikTok clip, addressing the ongoing Israel-Palestinian conflict, prompted allegations from some users that the content was antisemitic—a claim Kattan has denied.
The Anti-Defamation League (ADL) has called on Sephora and other retailers to reassess their partnership with Huda Beauty. It is reported that Sephora emphasised its commitment to “a welcoming and inclusive shopping experience” and stated that “promoting hate, harassment, or misinformation” is incompatible with its values. The retailer said it was taking the matter “very seriously” and was working with the brand as part of its internal review.
Kattan addressed the controversy in an Instagram video on 9 August 2025, alleging her brand and its retail partners were facing “harassment” due to what she described as a “smear campaign.” She insisted she “does not condone hate of any kind” and stands against antisemitism, adding that she removed the TikTok post herself after it was “taken out of context.” Kattan said the video was intended to highlight injustice against Palestinians, not to target Jewish or Israeli people, and reiterated her long-standing advocacy for Palestinian rights.
The beauty entrepreneur, who has previously stated she was willing to “risk [her] entire business” to speak out about the humanitarian crisis in Palestine, described the backlash as an attempt to “silence” her. She stressed that her comments had been misinterpreted and reaffirmed her opposition to all forms of hate and discrimination.
