THE STUDY OF INTERNATIONAL MARKETING STRATEGIES OF A GLOBAL MAKEUP BRAND: HUDA BEAUTY

Abstract

The global cosmetics industry has experienced significant growth due to increasing consumer awareness, digital marketing, and the influence of social media. International brands are adopting innovative marketing strategies to expand their presence in global markets. Huda Beauty, founded by beauty influencer Huda Kattan, has become one of the most successful global beauty brands through effective digital marketing, influencer collaborations, product innovation, and strong brand positioning. This research paper examines the international marketing strategies adopted by Huda Beauty and how these strategies contribute to its global success. The study focuses on segmentation, targeting, positioning, digital marketing strategies, and customer perception. Primary data was collected through a structured questionnaire from 100 respondents aged between 18–35 years. The findings show that social media marketing, influencer endorsements, product quality, and brand image play a significant role in shaping customer awareness and purchase decisions. The study concludes that strong digital engagement and customer-focused marketing strategies are key factors behind the international success of Huda Beauty.