If there’s one makeup product Huda Kattan can’t go without, it’s liquid liner – not a day goes by where the queen of the cat-eye flick is not rocking her signature winged-liner look. It’s therefore no surprise that her latest launch is the revolutionary ‘Life Liner’, a two-in-one liquid and pencil liner that boasts a budge-proof formula high in molecular weight silicones and silicone resins that won’t budge for up to 48 hours.
But why has it taken the makeup mogul so long to create her own liner? And what finally spurred her to do so? Speaking exclusively to Savoir Flair, Kattan reveals all – from social media demands to how self-love inspired its creation. Listen in.
What led you to launch your first eyeliner?
Our social family is so involved and they, along with so many others, have actually been asking me to launch an eyeliner for such a long time! I struggled to see why I should create my own, though, since there were already so many eyeliners on the market that I loved. That’s part of my philosophy at Huda Beauty – why create something that someone else has already perfected? I always look for gaps in the market. But with the demand on social media and a ton of interest from my team, I let my team explore the idea of a Huda Beauty eyeliner.
Initially against it, they found a formula that was truly extraordinary – so different from anything I’d ever tried before – and I couldn’t help but fall in love. Once they landed on an incredible liquid formula, we then worked for another year together to really perfect the small bits and pieces that would impact the final result. For example, the hairs needed to be cut properly on the applicator, we needed to find the right material to create the brush, etc. It was a really complex process, but really special because we finally got to a point where we were so impressed with what we created.
We’re launching it now because we’re finally there, we’ve finally perfected it. This was not an easy process, and we spent so much time on ‘Life Liner’. Our product development team spent a solid two years finding the right formula before I stepped in and helped perfect it with them, which took another year or so. All in all, this liner took us about three years!
‘Life Liner’ is dual-ended because we always strive to give you one go-to product! You don’t need any more liner products because everything you need is in one place. If you want to tight line or smudge or whatever if it is you need to do, you already have what you need. Dual-ended is so great for travel, too! When you need to pack the bare minimum, you can grab ‘Life Liner’ and you have your liquid and pencil liner in one place – and you’re good to go!
There is something strong to be said about people being diamonds or gems, and not even knowing it about themselves.
What does the diamond-shaped packaging mean?
We started introducing the diamond shape in our products with the ‘Precious Stones’ palettes, the shape of our ‘Power Bullet’ lipsticks, and so many more products that we’re working on. I am obsessed with the diamond shape, but it actually symbolizes something much bigger for me that I’ve never come out and said before. When you think about it, diamonds are always under pressure until they become something beautiful. They are literally carbon under tons of pressure until they are polished, perfected, and sold.
The diamond shape symbolizes the same for me. It’s me being more comfortable and not caring as much about what others think – it’s more of who I am. I started my journey with self-love last year, and this is an indication of the progress I’ve made. There is something strong to be said about people being diamonds or gems, and not even knowing it about themselves.
You’re not polished initially, and it’s a long self-love process of polishing yourself over the years to show how much of that diamond you are inside. The journey to becoming a diamond is a long and tough one, but you get there. It’s a hidden message from me to everyone. It’s a personal message because it takes time to be confident and comfortable, and I’m ready to share that with everyone!