Huda Beauty

With the introduction of sub-brand Kayali, the popular cosmetics company is building out its umbrella of beauty influence.

From launching eponymous brands and partnering with department stores to designer collaborations and publishing deals, social media stars brought in billions this year.

Huda Beauty has come a long way since its 2013 launch.

These are the formulas every lip-color junkie should try.

The Dubai-based Kattan, who has almost 8 million followers, opens up about social media honesty, plastic surgery and Middle Eastern beauty standards.