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If you’ve been anywhere near the beauty or social media world lately, you’ve probably seen the headlines: Sephora just dropped Huda Beauty from its upcoming fall “Experts” campaign. Yes, one of the most hyped seasonal campaigns from the world’s biggest beauty retailer will go ahead without one of its former star brands. And here’s how it all went down.

Sephora is pulling Huda Beauty from its upcoming fall “Experts” campaign, and it’s making major waves in the beauty world, multiple reports have said. If true, this isn’t a tiny decision, it’s one of Sephora’s biggest campaigns of the year, featuring names like Gucci Westman’s Westman Atelier and Makeup by Mario, so dropping Huda Beauty really caught people’s attention.

Why this sudden move? It all traces back to a now-deleted TikTok video posted by Huda Kattan, Huda Beauty’s founder, where she spread some wild, factually wrong conspiracy theories—claiming Israel was behind things like WWI, WWII, 9/11, even the Hamas attacks on October 7. As you can imagine, the backlash was immediate and huge. Critics, including groups like the Anti-Defamation League, slammed the comments as dangerous conspiracy theories laced with antisemitism.

Now, Sephora isn’t new to controversy, when you’re the biggest name in beauty retail, you’re always under the microscope. But with Huda Beauty’s founder in hot water, the retailer had to move fast.

As per reports, Sephora first said it was “reviewing internally,” but based on the sources, they've now removed the brand from that big fall campaign.

However, there is no official word yet about pulling Huda Beauty products from stores entirely, but this is a big, symbolic step. And it shows how quickly brand statements (or misstatements) can shift the conversation and impact partnerships—especially when they cross a line.