Ideas You Can Steal from Huda Beauty Marketing Strategy


Huda Beauty is a makeup and beauty brand that has gained a massive following and international recognition in a short period, thanks in large part to its innovative marketing tactics. In this blog, we’ll be taking a deep dive into Huda Beauty Marketing Strategy that has contributed to Huda Beauty’s success, and how you can use these tactics to drive growth for your brand.

From leveraging influencer marketing and social media to using customer data and experiential marketing campaigns, Huda Beauty has employed a variety of tactics to engage with their audience and build brand awareness. In addition, the brand has also placed a strong emphasis on authenticity and diversity in its marketing efforts, which has helped them connect with and resonate with its target audience.

Huda Beauty Instagram

In this case study, we’ll be exploring each of these Huda Beauty Marketing Strategies in detail, and offering practical tips on how you can apply these lessons to your own marketing efforts. Whether you’re a small business owner, marketing professional, or entrepreneur, you’ll find valuable insights and actionable takeaways in this case study. So without further ado, let’s dive into the top marketing lessons we can learn from Huda Beauty’s approach.

The blog can be long and detailed, so here is a TL:DR for you 😉,

1. Investing in Influencer marketing

2. Utilize user-generated content

3. Stay Consistent on Social Media for Better Impact

4. Experiential marketing

5. Post at the Best Time

6. Diversity and inclusion

7. Authenticity

8. Leveraging Hashtags on Instagram

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Huda Beauty

Huda Beauty is a globally recognized beauty brand founded by beauty influencer Huda Kattan in 2013. Huda Kattan has turned her love for beauty into a billion-dollar enterprise and was named one of Forbes ‘Top Influencers’.

Overview of Huda Beauty and its products

She’s also:

The brand offers a wide range of beauty products, including makeup, skincare, and haircare, and has a strong presence in the cosmetics industry.

The brand offers a wide range of beauty products, including makeup, skincare, haircare.

Huda Beauty Marketing Strategy

Huda Beauty has implemented several successful marketing strategies that have helped the brand stand out in the crowded cosmetics industry. Some key Huda Beauty Marketing Strategy tactics used by the brand include leveraging influencer marketing, using social media to connect with its audience, using customer data to inform its decision-making, and employing experiential marketing campaigns. 

Huda Beauty Instagram Analysis

In addition, Huda Beauty has placed a strong emphasis on authenticity in their marketing efforts and has made a commitment to diversity and inclusion in their campaigns. Below, we’ll take a closer look at each of these Huda Beauty Marketing strategies in more detail.

1. Investing in Influencer marketing 🤳🏽

Huda Beauty has worked with a wide range of influencers, including celebrities and beauty bloggers, to promote their products. The brand has also launched its influencer program, called the Huda Beauty Squad, which allows selected influencers to receive exclusive products and access to special events.

Huda Beauty Influencer Marketing

Leverage influencer marketing

Huda Beauty’s success on Instagram is due in large part to the use of influencer marketing. Influencers are individuals with specific niches and have a significant online following. As they are viewed by their followers as trustworthy experts in their field, they can effectively impact their audience’s purchasing decisions. This strategy has enabled Huda Beauty to reach a wide and engaged audience through the promotion of its products.

This is one of the posts with high engagement, as seen, it is user-generated content, and they have also tagged the creator. This is a clear indication that influencers have played an important role in the brand’s success. In addition to leveraging micro-influencers to reach their target market, Huda Beauty has also used more established influencers.

2. Utilize user-generated content

Huda Beauty has also utilized user-generated content (UGC) by featuring posts of social media influencers who use Huda’s products on their makeup tutorials, looks and reviews.

This allows to connect with Huda Beauty target market of 20-24-year-olds and gain valuable insights into how its products are being used.

Huda Beauty User generated content

UGC (User-generated content), or content created by customers, can be a powerful marketing tool. Huda Beauty Marketing Strategy revolves strongly around UGC. UGC frequently features customer photos and testimonials on their social media accounts, which helps to build trust and authenticity with their audience. By showcasing user-generated content, you can demonstrate the value of your products and build social proof.

3. Stay Consistent on Social Media for Better Impact 📆

Staying consistent on social media plays a major role in the success of any business. Keeping with a regular strategy helps create a better customer experience and builds credibility, reputation, and brand trust. Consistency also impacts a business’s bottom line, as consistent brands are worth 20% more than those with inconsistencies in their messaging.

The chart displays the number of posts on the y-axis and a daily breakdown on the x-axis, with color coding indicating the type of content in the posts.

Huda Instagram posting analysis

As observed, the majority of posts created were videos, represented in purple on the chart, uploaded as reels on Instagram. This strategy deviates from the typical approach of other competitors who post a mix of single images and carousels on an inconsistent basis.

The brand utilizes video content which receives a 38% higher engagement rate than static posts, whether it be through Instagram stories or on the main feed. Furthermore, they post content two to five times a day to stay active.

Huda Beauty Instagram engagement

The analysis of engagement for @hudabeauty reveals that reels are more effective than single-image posts and carousels in terms of overall engagement.

Huda Beauty content distribution

In this chart, video postings are represented in red, single-image posts in blue, and carousels in green. With the help of, we can analyze the overall performance of posts and identify the distribution pattern of content.

This further supports the notion that consistency on social media and being aware of current trends and formats can lead to exceptional results and set you apart from your competitors.

Using Social media extended features

Huda Beauty has a strong presence on social media platforms like Instagram, where they frequently post product updates, behind-the-scenes content, and tutorials. The brand has also leveraged Instagram’s shoppable posts feature to allow customers to make purchases directly from their social media accounts.

4. Experiential marketing

Huda Beauty has employed experiential marketing campaigns to engage with their audience and build brand awareness.

Experiential marketing involves creating immersive and interactive experiences for customers to engage with your brand. Huda Beauty has employed experiential marketing campaigns to engage with their audience and build brand awareness.

For example, the brand has held pop-up shops, where customers can try on products and attend makeup demonstrations, and has also hosted events like beauty panels and product launches. These campaigns help to create a deeper connection with customers and can be an effective way to drive sales and build brand loyalty.

Huda Beauty Marketing Strategy

As you can see in the Content Theme analysis given by, most of their posts are user-generated content. They also post some product posts.

5. Post at the Best Time 🕙

Huda Beauty posts between 3-5 times per day with a gap of 2-3 hours between each post. This consistency helps her audience stay engaged and keeps her followers interested. Additionally, Huda beauty experiments with different video posts and all of them are quite successful in engaging her audience.

Moreover, they know that their target market is primarily 20-24-year-old females from countries like the US, UK, Canada, Brazil, and Ireland. Knowing this, they post content that appeals to this demographic and that resonates with their followers. They post makeup tutorials, tips, and tricks, and product recommendations.

Huda Instagram Post Timings

From the data, it is apparent that the majority of posts are published between 12 AM and 9 AM. This suggests that the brand strategically posts content when its followers are most active, which appears to be a successful strategy.

Huda Beauty Instagram post engagement

Huda Beauty has been able to achieve great success on Instagram due to her carefully crafted digital strategy and commitment to posting at the best possible times. By understanding the target market and creating content that resonates with them, they have developed an engaged audience of 51 million followers in just a few years.

6. Diversity and inclusion

Huda Beauty has made a commitment to diversity and inclusion in their marketing campaigns, featuring models and influencers of different skin tones, sizes, and ages in their advertisements and social media content.

Diversity and inclusion are important considerations in marketing, as they help to ensure that your campaigns are representative of and resonate with your target audience.

By being inclusive in your marketing efforts, you can appeal to a wider audience and demonstrate your values as a brand.

7. Authenticity

Huda Beauty’s marketing efforts often emphasize the authenticity of the brand and its founder, Huda Kattan.

Authenticity is an important aspect of marketing, as it helps to build trust and credibility with your audience. Huda Beauty’s marketing efforts often emphasize the authenticity of the brand and its founder, Huda Kattan. 

The brand frequently shares behind-the-scenes content and candid photos on social media to give customers a more personal look at the brand. By being authentic in your marketing efforts, you can build a stronger connection with your audience and differentiate yourself from competitors.

8. Leveraging Hashtags on Instagram

Huda Kattan, the founder of the cosmetics line and a renowned beauty influencer, initially used her core brand hashtag #hudabeauty in June 2016. In just 1 and a half years, there were over 1 million posts associated with this hashtag.

Huda Kattan has always been careful not to use generic hashtags in her posts, because the competition on them is too high, and instead she focuses on branded hashtags that are linked to her products. With every new product launch, she also creates a unique hashtag, especially for it.

Researching hashtags is not complicated. We analyzed the most popular sets of hashtags used by Huda Beauty with the help of, and the following are the results. The most frequently used hashtag sets by Huda Beauty are:

Besides creating branded hashtags, Huda Kattan also leveraged micro-influencers to reach her target market. In 2017, one such micro-influencer shared a video post featuring Huda Beauty products and the hashtag #hudabeauty. The post gained an astonishing 6 million views, even though the beauty influencer had just around 34,000 followers at the time.

Utilizing competitor analysis, we can identify the total engagement on hashtags, including the average number of likes and comments on recent posts. The following are the top hashtags used by @hudabeauty.

Huda instagram hashtags

Utilizing the right hashtags on Instagram can greatly enhance your visibility and attract new followers. According to studies, posts with at least one hashtag average 12.6% more engagement than posts without any. Moreover, by including 2-3 hashtags per post, engagement increases by 23.4%.

Below are the top 5 hashtags used by Huda Beauty to boost its reach.

hashtag set for huda beauty

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Here is the complete Huda Beauty Instagram Performance PDF for you to download.

Huda Beauty marketing strategy has led to numerous successful outcomes for the brand. Through their use of influencer marketing, social media, experiential marketing campaigns, and other tactics, the brand has achieved strong brand awareness and a loyal customer base. These efforts have also contributed to the brand’s significant sales growth and positive media coverage. 

Huda Beauty has gained a massive following and international recognition in a short period, thanks in large part to their bold marketing campaigns and strong social media presence. The brand has over 51 million followers on Instagram alone, and its products are available at major retailers like Sephora and Ulta.

Huda Beauty marketing campaigns have garnered a lot of positive media coverage, with the brand being featured in major publications like Vogue, Elle, and Harper’s Bazaar. This media attention has helped to further boost the brand’s reputation and awareness.

Their social media presence has helped the brand build a strong connection with its audience. The brand frequently engages with customers on platforms like Instagram, where they have a high level of interaction with their followers.

From leveraging influencer marketing to using social media to connect with customers, Huda Beauty has employed a variety of tactics to drive brand awareness and sales. 

By offering high-quality products, implementing a loyalty program, and staying up to date with industry trends, they have built a loyal customer base and achieved significant sales growth. By applying these marketing lessons from Huda Beauty’s approach, you can develop a successful Instagram marketing strategy for your own business.

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Tanmay Ratnaparkhe

Co-founder, 2X Entrepreneur, tech enthusiast, and SaaS expert, specializing in Instagram marketing and AI. With a knack for leveraging technology for marketing success, they share valuable insights and strategies to boost your digital presence and productivity.