Huda Beauty
Huda Beauty
brand rating & evaluation
overall rating:
Avoid
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
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overview
sustainability
non-toxic
social responsibility
1.8 out of 10
4 out of 10
5 out of 10
about
Huda Beauty is a Dubai-based cosmetics brand founded by influencer Huda Kattan.
highlights
none
sustainability
score:
1.8 out of 10
details:
Packaging
Huda Beauty’s packaging relies heavily on plastic, with no comprehensive public plan to reduce the use of virgin plastics. A notable exception was the brand’s now-discontinued GloWish line, where all packaging was made with PCR (post-consumer recycled) materials and cartons were 100% recyclable FSC-certified paper. This eco-minded effort, however, was limited in scope and discontinued in 2024.
Ingredient Sustainability
The core color cosmetics line frequently includes synthetic and petrochemical-derived ingredients (e.g. silicones, polyethylene, nylon-12) that are not biodegradable. Many formulas likely contain palm oil derivatives and other conventional cosmetic ingredients with significant environmental footprints (the brand has not disclosed any palm-free policies). In contrast, the GloWish collection was formulated with 90%+ naturally-derived ingredients, avoided silicones and mineral oil, and even incorporated upcycled botanicals. These efforts were, however limited in scope and discontinued in 2024. Sourcing transparency remains generally poor.
Energy Use and Footprint
There is little to no information publicly available about Huda Beauty’s efforts to reduce carbon emissions or its overall environmental footprint. The company has not published any sustainability report, carbon neutrality commitment, or energy-use data, which is especially concerning for a brand of its size.
Waste Management
Huda Beauty provides no evident information on waste reduction in manufacturing or end-of-life product stewardship. There are no known take-back or recycling programs for its packaging (e.g. no partnership with TerraCycle or PACT, unlike some competitors). The brand’s sustainability communications are virtually silent on managing factory waste, reducing packaging waste, or encouraging consumers to recycle packaging.
Business Model
Huda Beauty’s business model is rooted in rapid product launches and a wide variety of SKUs, a strategy common in the trend-driven “fast beauty” industry. New collections, collaborations, and limited editions are frequently introduced to drive consumer excitement. The model is inherently fast and unsustainable.
non-toxic
score:
4 out of 10
details:
Many of Huda’s mainstream makeup products contain ingredients that carry toxicity concerns. For example, the Power Bullet lipsticks include synthetic polymers and additives such as polyethylene, silicone, and an antioxidant (hydroxyhydrocinnamate, a BHT-derived stabilizer) alongside fragrance/flavor components. Certain Huda products have received only moderate hazard scores in EWG’s database (in part due to ingredients like synthetic colorants, talc, or preservatives).
The WISHFUL skincare line (a Huda Beauty sub-brand) and the GloWish makeup line were developed with a “non-toxic” ethos. They are paraben-free, phthalate-free, and free of many controversial chemicals. GloWish has since been discontinued.
social responsibility
score:
5 out of 10
details:
Huda Beauty’s labor and social practices are not very transparent, though the company asserts basic ethical standards. The brand’s products are manufactured “around the world including Italy and China.” Production in China (and possibly other lower-cost countries) raises questions about working conditions and oversight. Internally, Huda Beauty is based in Dubai, and the company has not shared information about wages or labor conditions for its own employees or contractors.
Huda Beauty is a cruelty-free brand – none of its products or ingredients are tested on animals, and the company has confirmed that its suppliers and manufacturers also refrain from animal testing. However, Huda Beauty is not certified by Leaping Bunny or PETA at this time.
The company has made sizable donations to humanitarian and social causes around the world. While the brand does not have a structured corporate social responsibility program publicly outlined, its track record of significant donations and advocacy indicates genuine community engagement.
