Huda Beauty has pledged the full proceeds from its recent Kalamantina campaign—totaling $210,000 (Dh771,000)—to Médecins Sans Frontières (Doctors Without Borders) to support life-saving medical work in Gaza.
The campaign, launched in collaboration with Palestinian-French artist Saint Levant (Marwan Abdelhamid), initially aimed to spotlight Palestinian agriculture. But as the humanitarian crisis in Gaza deepens, the beauty brand chose to channel all raised funds toward urgent medical assistance instead.
“Support on the ground has become even more crucial,” the company said, stressing the importance of continued awareness amid what it described as an ongoing genocide. “Please continue to use your platforms to spread awareness. You are making a difference.”
The decision follows public discourse surrounding the campaign’s visuals. Despite this, the brand remained committed to its message. “This is for the homeland,” Huda Kattan wrote on Instagram, reaffirming support for Palestinian culture and resilience.
Kattan, the brand’s founder, and Saint Levant have consistently amplified Palestinian voices and stories on their platforms. In 2023, Kattan donated $1 million to humanitarian efforts, including Doctors Without Borders. She recently posted calls to action, warning of starvation in Gaza and demanding open access to aid.
Saint Levant used his 2024 Coachella performance to speak about Gaza, while a growing chorus of international celebrities—including Bella Hadid, Susan Sarandon, Dua Lipa, The Weeknd, and Mark Ruffalo—have also publicly expressed support for Palestinians and called for an end to the violence.
