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Huda Beauty Redirects Funds from Kalamantina Campaign to Support Gaza
Huda Beauty, a prominent beauty brand, recently made a significant decision to redirect the funds raised from its Kalamantina collaboration to support humanitarian efforts in Gaza. The campaign, which was initially created in partnership with Palestinian-French musician Saint Levant, aimed to promote Palestinian agriculture. However, as the situation in Gaza continues to deteriorate, the company has chosen to shift its focus and donate 100% of the sales to Doctors without Borders.
The Kalamantina campaign, named after Saint Levant’s track released earlier this year, featured a clementine-scented lip oil. The campaign’s visuals included images of an overflowing car trunk filled with clementines and fruit labeled “Grown by Huda n’ Saint Levant.” While these visuals were intended to celebrate Palestinian citrus farming, they faced criticism for being tone-deaf in light of the ongoing food shortages and aid blockades in Gaza.
Huda Kattan, the founder of Huda Beauty, shared her thoughts on the brand’s Instagram page, stating, “This is for the homeland.” She used orange and Palestinian flag emojis alongside her message, emphasizing the cultural significance of the collaboration. The campaign was meant to support Palestinian agriculture and cultural preservation, but the public reaction highlighted the sensitivity of the issue.
As the humanitarian crisis in Gaza worsens, access to food and aid remains limited, prompting Huda Beauty to reassess its approach. The company decided to redirect the full amount raised from the Kalamantina campaign, totaling $210,000, to support the life-saving work of Doctors without Borders. This move reflects the brand’s commitment to making a meaningful impact in the region.
In a statement, Huda Beauty emphasized the importance of supporting on-the-ground efforts during such a critical time. “At a time when we are witnessing genocide in Gaza, we are trying to find a way to make an impact where we can,” the company said. They also encouraged their followers to continue using their platforms to spread awareness about the situation in Gaza.
The decision to redirect funds comes after public backlash regarding the visual direction of the Kalamantina campaign. Critics argued that the imagery, which depicted an abundance of fruit, seemed insensitive given the dire conditions in Gaza. Promotional clips featuring Huda Kattan and Saint Levant dancing next to a vintage car filled with clementines and posing with the product were seen as heartless by many.
Despite the initial intent of the campaign to celebrate Palestinian culture and agriculture, the response from the public underscores the need for greater sensitivity and awareness when addressing global crises. Huda Beauty’s shift in focus demonstrates a willingness to adapt and respond to the needs of those affected by the conflict in Gaza.
The company’s actions serve as a reminder of the power of corporate responsibility and the importance of aligning business initiatives with humanitarian values. By redirecting funds to support Doctors without Borders, Huda Beauty is taking a step towards making a positive difference in one of the most challenging regions in the world.
As the situation in Gaza continues to evolve, it is crucial for individuals and organizations to remain informed and engaged. The role of social media in raising awareness and mobilizing support cannot be overstated. Huda Beauty’s decision highlights the potential for brands to use their platforms for good, even in the face of controversy and criticism.
Ultimately, the story of the Kalamantina campaign serves as a case study in the complexities of corporate activism and the need for thoughtful, culturally aware approaches to global issues. It also emphasizes the importance of listening to public feedback and being willing to adjust strategies to better serve the communities affected by such crises.
