Huda Beauty is a brand that has always led with authenticity, and Grazia believes that Huda and Mona Kattan’s fearlessness about revealing their vulnerability and imperfections  has played an important part in winning the hearts of their audience.

Mona agree. “Because we started out as a blog, it was about keeping it real. It was about showing your imperfections and your challenges and sharing it with your followers and having them talk about theirs and it was, it’s like really about building a community.”

And in doing so they were among the first to rewrite the rules not just in the beauty industry but in society, via their blog and the beliefs of the Huda Beauty brand. “I think that things are changing even in the media industry. And I think now the whole world is catching up. Social media has played a huge part and that for everyone.”