For Huda Kattan, beauty has become a billion-dollar business

(AP) — From a humble start of leaving the world of finance to write a beauty blog, Huda Kattan now has become one of the most recognizable names in makeup around the world.

The 36-year-old Iraqi-American now runs her eponymous empire Huda Beauty, a makeup line valued at $1.2 billion that has fast become a favorite among A-list celebrities and artists around the world.

Her personality has been key in connecting to the public via social media, a major driver for her makeup known for its vibrant color and contouring popular among Arab women. She’s part of a growing vanguard of lines built around personalities, an expanding business model as more-established brands face slower sales.

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