Huda Beauty, the cult beauty brand of make-up artist and Instagram entrepreneur Huda Kattan, has signed DeVries Global to manage its UK and Ireland press office for the brand’s cosmetics and fragrance ventures following two separate competitive pitches.

Huda Beauty is now expanding into the fragrance sector with its subsidiary brand, KAYALI. DeVries Global will deliver the sub-brand’s launch campaign, directing press office activity and executing press and consumer events. KAYALI’s collection of four scents will be available in the UK and Ireland from mid-November with more launches set for 2019.

Co-founded by Huda in 2013 alongside her sisters Mona and Alya, the Dubai-based business is valued in excess of $1bn, with products stocked at Selfridges, Harrods, Brown Thomas, Arnotts, NET-A-PORTER.com, CultBeauty.co.uk, FeelUnique.com and ShopHudaBeauty.com. 

DeVries Global will act as Huda Beauty’s retained agency, handling press office activity across the breadth of the company’s cosmetics range, and managing publicity surrounding the brand’s forthcoming launches.

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