Huda Beauty has announced that it will donate 100% of the proceeds from its recent Kalamantina campaign to Médecins Sans Frontières (Doctors Without Borders) to support critical medical aid in Gaza, amid the worsening humanitarian crisis.
The campaign, launched in collaboration with Palestinian-French artist Saint Levant (Marwan Abdelhamid), initially aimed to celebrate and preserve Palestinian agriculture. However, as conditions in Gaza deteriorated, with food and medical access severely restricted, the beauty brand redirected the $210,000 (Dh771,000) raised to fund life-saving efforts on the ground.
“Support on the ground has become even more crucial,” Huda Beauty said in a statement. “At a time when we are witnessing genocide in Gaza, we are trying to find a way to make an impact where we can. Please continue to use your platforms to spread awareness. You are making a difference.”
The move follows backlash over the visual direction of the Kalamantina campaign, named after Saint Levant’s song of the same title. The promotional material featured clementine-themed imagery, including overflowing fruit displays and branding such as “Grown by Huda n’ Saint Levant.” While intended to honor Palestinian citrus farming, critics found it insensitive given the ongoing hunger crisis in Gaza.
Promotional videos showing Huda Kattan and Saint Levant dancing next to a vintage car filled with clementines further fueled criticism, with some viewers calling the content “tone-deaf” and “heartless” amid reports of starvation and aid blockades.
Despite the controversy, Huda Kattan reaffirmed the campaign’s original intention, posting: “This is for the homeland,” along with Palestinian flag and orange emojis. She also emphasized the brand’s commitment to supporting Palestinian causes through both awareness and action.
The redirected funds will now aid Médecins Sans Frontières in delivering essential medical support to those most affected by the ongoing conflict.
