When Huda Kattan launched Huda Beauty from her Dubai apartment in 2013, she wasn’t just starting a makeup line. She was creating a content-driven beauty empire.
Fast-forward to today, and Huda Beauty is generating tens of millions of dollars annually, powered not only by high-quality products but also by a repeatable, systematic ad strategy.
The fascinating part? Huda’s advertising approach isn’t reserved for billion-dollar companies. Small businesses, e-commerce shops, and service-based brands can adopt these exact tactics to scale their revenue without burning ad spend.
In this article, we’ll break down the core elements of Huda Beauty’s $75M paid ad strategy and show you how to apply them to your own brand.
What You’ll Learn in This Article:
- How big, bold video ads can capture attention in the first three seconds
- Why demo-driven content builds consumer trust and reduces buyer hesitation
- How social proof and urgency accelerate conversions
- The role of carousel ads in product discovery and cross-selling
- Why strategic retargeting ads convert “window shoppers” into paying customers
- The importance of visually polished content that still feels authentic
1.The Ad Strategy Behind Huda Beauty’s $75M Success
The first three seconds of your ad are make-or-break. Huda Beauty excels by starting with what marketers call the “hero shot”: flawless skin, glowing highlights, or dramatic lashes. The visual immediately communicates the end result of using the product.
Why it works:
Human brains are wired to notice transformation. Showing the benefit instantly (not buried at the end of the ad) hooks the audience.
Competing brands often waste valuable seconds on slow intros or logos. Huda Beauty flips this, starting with impact.
How your brand can apply it:
Whether you’re in beauty, fashion, wellness, or even home services, lead with the biggest transformation your customer gets.
Use long-tail keywords like “how to make skin look flawless in 3 seconds” or “ads that increase conversions by showing benefits first” in your content to attract organic search traffic.
2. Video Ad Strategy for E-commerce: Why Showing Products in Action Works
Scrolling buyers want proof, not promises. That’s why Huda Beauty leans heavily on demo-driven content. Real footage of foundation being applied, concealer being blended, or a lipstick transformation happening on camera tells the story better than copy ever could.
Why it works:
Buyers can visualize themselves using the product.
Live demonstrations remove doubts around texture, color, and effectiveness.
Authentic, unretouched skin keeps the brand trustworthy.
How to replicate this:
If you sell products, record short videos showing the unboxing, setup, or first use.
If you offer services, demo the process: a hairstylist trimming bangs, a fitness trainer showing a 5-minute workout, or an HVAC technician repairing a filter.
In SEO terms, target long-tail queries like “real product demo ads that increase trust” or “best demo video examples for small businesses.”
3. Ad Strategy: Social Proof and Urgency to Nudge Buyers
Huda Beauty ads don’t just show models—they feature real customers, influencers, and user-generated content (UGC). Layered on top are phrases like “limited stock” or “don’t miss this launch,” which inject urgency.
Why it works:
Social proof reassures potential buyers that others like them are already enjoying the product.
Urgency adds a time-sensitive push to act now instead of later.
Action steps for your brand:
Collect customer testimonials and short reviews you can repurpose into ads.
Encourage UGC by gifting samples or running contests.
Use urgency in a responsible way—flash sales, seasonal collections, or countdown timers work well.
Keywords to include in your blog or ad copy: “how to use social proof in Facebook ads” and “examples of urgency marketing for e-commerce.”
4. Carousel Ads for Multi-Product Exposure
Carousel ads allow brands to showcase multiple products in one placement. Huda Beauty uses these to feature mascaras, lip liners, and palettes, each with its own micro-benefit.
Why it works:
It encourages product discovery and cross-selling.
Shoppers can swipe through options without leaving the ad.
How to adapt for your brand:
E-commerce: Group complementary items (e.g., “3 skincare essentials for glowing skin”).
Service providers: Show different packages (e.g., “basic, pro, premium” tiers).
Local businesses: highlight before/after images or testimonials across each card.
Target SEO long-tail queries like “best carousel ad examples 2025” or “how to use Facebook carousel ads for small business.”
5. Strategic Retargeting That Converts
Not everyone buys the first time they see your ad. Huda Beauty knows this and retargets viewers with new touchpoints: testimonials, tutorials, or influencer endorsements.
Why it works:
Retargeting ensures your brand stays top-of-mind.
Each follow-up ad removes a different layer of doubt, moving the buyer closer to conversion.
Your next steps:
Set up audiences in Meta Ads Manager for people who watched 50% of your video or added to cart but didn’t purchase.
Serve them fresh content, not the same ad on repeat.
Long-tail SEO angle: “how to retarget ad viewers without annoying them” or “strategic retargeting examples for high-conversion ads.”
6. Visually Polished, Yet Authentic Ads
While Huda Beauty’s ads look high-end with crisp lighting, clean sets, and color-graded footage, they never feel overly staged. This balance of polish and authenticity makes the brand approachable while keeping the luxury feel.
Why it works:
Premium visuals position the brand as high-quality.
A touch of rawness (like visible skin texture) makes it relatable.
How your brand can do this without a huge budget:
Invest in natural light or a simple ring light.
Use AI editing tools like RunwayML or CapCut for color grading.
Keep imperfections—audiences trust what feels real.
SEO focus: “how to create polished ads on a budget” or “authentic video ads that still look professional.”
Bringing It All Together
Huda Beauty’s $75M ad strategy isn’t magic. It’s a repeatable framework built around six pillars: bold benefits, real demos, social proof, carousels, retargeting, and polished visuals.
For small brands, the lesson is clear: you don’t need Huda’s budget, but you do need her discipline. Consistency in content formats, attention to trust-building, and relentless focus on the customer journey are what turn casual scrollers into paying customers.
Final Thoughts
If you’re serious about scaling in 2025, study brands like Huda Beauty. Their advertising success isn’t about having the biggest budget—it’s about clarity, consistency, and creativity.
By applying these lessons, you can cut wasted ad spend, increase your return on investment, and position your brand as a category leader.
Whether you’re running a Shopify store, launching a new SaaS product, or building a local service business, the formula works. Now it’s about execution.