Staff Reporter
A wave of backlash has hit the beauty industry after Huda Kattan, the founder of global cosmetics brand Huda Beauty, posted a controversial TikTok video alleging Israel’s involvement in a series of major global tragedies. The post, now deleted by the platform, included claims that the modern Jewish state was behind not only both World Wars but also the September 11 terrorist attacks and the Hamas-led massacre in Israel on October 7, 2023.
The reaction was swift and fierce. StopAntisemitism, a prominent watchdog group, has publicly called on international beauty retailer Sephora to sever its long-standing commercial relationship with Huda Beauty. The activist organization contends that Kattan’s remarks cross far beyond the bounds of political commentary and instead veer into dangerous, antisemitic conspiracy theory territory.
In the video that sparked the firestorm, Kattan said:
“All of the conspiracy theories coming out and a lot of evidence behind them — that Israel has been behind World War I, World War II, September 11, October 7 — they allowed all of this stuff to happen.”
She added:
“Is this crazy? Like, I had a feeling — I was like, ‘Are they behind every World War?’ Yes. Behind September 11? Absolutely.”
These comments, viewed by millions before the post was removed, have raised concerns not only among Jewish advocacy groups but also within broader consumer circles and retail communities. Observers have noted that World War I ended in 1918 and World War II in 1945, years before the establishment of modern-day Israel in 1948 — a fact that renders the accusations historically unfounded.
STORY HIGHLIGHTS
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Huda Kattan accused Israel of orchestrating major historical tragedies in a deleted TikTok video.
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StopAntisemitism is demanding Sephora stop carrying Huda Beauty products.
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Sephora confirmed it is reviewing the matter internally.
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Jewish organizations condemned the remarks as dangerous and antisemitic.
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TikTok removed the video for violating misinformation policies.
In a formal letter obtained by Fox News Digital, Liora Rez, founder of StopAntisemitism, questioned Sephora’s alignment with its stated values. Rez wrote:
“If Sephora is serious about creating a safe and inclusive space for all communities, it must drop Huda Beauty immediately.”
Rez didn’t stop there. She continued, accusing Kattan of promoting a pattern of bigotry over the years and using her platform to perpetuate longstanding antisemitic myths:
“From spreading the antisemitic lie that Jews harvest the organs of Palestinians to victim-blaming Israelis after Hamas’ terrorist atrocities, Kattan has consistently used her massive platform to incite against Jews.”
TikTok responded to the controversy by confirming the video’s removal, citing violations of its misinformation policy, which forbids content that may cause “significant harm to individuals or society.”
Tamar Major, USA National Director of Yad Vashem, weighed in on the wider implications of Kattan’s rhetoric:
“Hearing that same rhetoric resurface today is not just offensive — it’s historically illiterate and profoundly dangerous.”
Major’s statement echoes broader concerns that such conspiracy theories mirror the same antisemitic propaganda used in Nazi Germany to demonize Jews and justify violence against them.
Interestingly, the language used by Kattan also draws disturbing parallels with the 1988 Hamas charter, which similarly blames Jews for igniting both World Wars. Hamas, designated a terrorist organization by multiple countries, carried out the October 7, 2023, assault that resulted in the deaths of nearly 1,200 Israelis and the kidnapping of over 250 people.
Founded in 2013, Huda Beauty quickly rose to become a household name in global cosmetics, generating approximately $200 million in annual profit and securing a valuation of $1.2 billion by 2017, according to Forbes. Since launching in Sephora stores worldwide in 2015, the brand has enjoyed prominent shelf space and a loyal customer base.
But the future of this partnership now hangs in the balance.
In a statement to Fox News Digital, Sephora clarified that it is reviewing the situation internally:
“Sephora is driven by its mission to create a welcoming and inclusive shopping experience for all. We recognize that comments from one of our brand partners have raised concerns and want to be clear: promoting hate, harassment, or misinformation does not align with our values or code of conduct. We take this matter very seriously and can confirm we are actively reviewing this issue internally, including working with the brand.”
Jonathan Greenblatt, CEO of the Anti-Defamation League (ADL), offered sharp criticism of Kattan’s remarks. In a statement, he said:
“Huda Kattan built a brand around beauty—but these antisemitic conspiracy theories are nothing short of ugly hate. Spreading vile myths about Jews to millions of followers isn’t just reckless—it’s dangerous.”
Ari Hoffnung, CEO of Jewish values-based investor network JLens, echoed that sentiment, adding that retailers now face a moral decision:
“They can continue to platform a brand whose founder promotes hate-fueled conspiracy theories, or they can take a stand against antisemitism.”
As Sephora navigates this growing controversy, it remains to be seen whether the beauty giant will take action or face increasing calls for accountability from advocacy groups, customers, and investors alike.
The controversy surrounding Huda Kattan’s inflammatory remarks has opened a wider conversation about the responsibilities of influencers, brands, and retailers in the digital age. As public figures with massive platforms, their words carry weight far beyond personal opinion — often shaping public discourse and social sentiment. With Sephora now under pressure to respond decisively, the beauty industry finds itself at a critical crossroads: one where values, corporate ethics, and community trust must align. Whether Sephora chooses to dissociate from Huda Beauty or continue its business ties, the decision will likely set a precedent for how major retailers handle partnerships in the face of rising hate speech and misinformation.
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