Huda Beauty, the make-up brand founded by makeup artist Huda Kattan, has appointed TRACE Publicity as its UK & Ireland PR agency. TRACE Publicity will devise and execute PR campaigns and NPD launches across the growing umbrella of Huda Beauty brands including Huda Beauty, WISHFUL skincare and Kayali fragrances.

The team will be led by Olivia Scarlett Smart who has joined TRACE Publicity as Senior Beauty Manager. Olivia was previously Senior Account Manager at DeVries Global. In her new role, Olivia will oversee the Huda Beauty, WISHFUL skincare and Kayali fragrance accounts along with a beauty focus on the Klarna account.