Beauty mogul Huda Kattan slams UAE influencers over SKIMS promotions

Huda Kattan publicly criticised influencers promoting SKIMS in the UAE as the brand expands

Beauty entrepreneur Huda Kattan has publicly criticised social media influencers in the United Arab Emirates for promoting the shapewear and lifestyle brand SKIMS amid ongoing regional tensions. Kattan’s remarks come as SKIMS, co-founded by Kim Kardashian, recently expanded its presence in the Middle East with a flagship store opening at the Mall of the Emirates in Dubai.

In her comments online, Kattan urged influencers to be more mindful about their brand partnerships, particularly with companies that have broader geopolitical controversies attached to their global expansion. While she did not name individuals directly, she criticised the decision by some UAE-based creators to actively promote SKIMS products, saying it raised questions about ethics and awareness in influencer marketing given the broader context of the brand’s operations.

SKIMS has become a major global fashion name, known for its inclusive size range and celebrity-backed marketing, and has only recently opened its first physical store in the UAE after previously being available through online platforms and luxury retailers.

Kattan’s remarks sparked a lively reaction online, with some supporters saying she was “right to call out influencers who don’t consider the implications of the deals they promote,” while others questioned whether criticism should be directed at the corporate brand itself rather than individual content creators. Many commentators noted that while influencer partnerships are common in fashion marketing, they can also carry political or ethical connotations that creators should consider before accepting deals, especially in regions with sensitive cultural and political dynamics.

The exchange highlights how influencer culture and global brand expansion can intersect with public expectations around social responsibility, and it underscores how figures like Kattan, who run major beauty businesses and have large followings, are increasingly vocal about where and how brands choose to position themselves in international markets.