Huda Beauty to donate 100pc of sales from product campaign to medical aid in Gaza
Entertainment
It will also donate to organisations supporting Palestinian agriculture, cultural preservation
(Web Desk) - Huda Beauty recently announced it will donate 100 per cent of sales from its recent Kalamantina collaboration to Médecins Sans Frontières (Doctors Without Borders), in support of life-saving medical work in Gaza.
The campaign, created in partnership with Palestinian-French musician Saint Levant, whose real name is Marwan, was launched to help preserve Palestinian agriculture.
However, as the humanitarian crisis in Gaza worsens and access to food and aid remains limited, the beauty brand has chosen to redirect the full amount raised, totalling $210,000 (Dh771,000), to support the life-saving work on the ground of Doctors Without Borders.
“Support on the ground has become even more crucial,” the company said. “At a time when we are witnessing genocide in Gaza, we are trying to find a way to make an impact where we can. Please continue to use your platforms to spread awareness. You are making a difference.”
The decision to redirect funds comes in the wake of public backlash over the visual direction of the Kalamantina campaign. Named after Saint Levant’s track released earlier this year, the Kalamantina lip oil also features a clementine scent.
“This is for the homeland,” Kattan wrote on the brand’s Instagram page, alongside orange and Palestinian flag emojis. “In honor of this collaboration, Huda Beauty will make a donation to organisations supporting Palestinian agriculture and cultural preservation.”
While the clementine-themed imagery was meant to celebrate Palestinian citrus farming, many found the abundance of fruit depicted in the marketing — such as an overflowing car trunk and fruit labelled 'Grown by Huda n’ Saint Levant' — tone-deaf amid widespread hunger and food blockades in Gaza.
In the promotional clips, Huda Kattan, Huda Beauty's founder, and Saint Levant are seen dancing next to a vintage car filled with clementines and posing with the product. The visuals sparked criticism online, with many calling it "heartless" in light of reports of starvation and blocked aid in Gaza.
