Huda Beauty recently announced it will donate 100 per cent of sales from its recent Kalamantina collaboration to Médecins Sans Frontières (Doctors Without Borders), in support of life-saving medical work in Gaza.

The campaign, created in partnership with Palestinian-French musician Saint Levant, whose real name is Marwan, was launched to help preserve Palestinian agriculture.

However, as the humanitarian crisis in Gaza worsens and access to food and aid remains limited, the beauty brand has chosen to redirect the full amount raised, totalling $210,000 (Dh771,000), to support the life-saving work on the ground of Doctors Without Borders.

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“Support on the ground has become even more crucial,” the company said.“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 decision to redirect funds comes in the wake of public backlash over the visual direction of the Kalamantina campaign. Named after Saint Levant's track released earlier this year, the Kalamantina lip oil also features a clementine scent.

“This is for the homeland,” Kattan wrote on the brand's Instagram page, alongside orange and Palestinian flag emojis.“In honor of this collaboration, Huda Beauty will make a donation to organisations supporting Palestinian agriculture and cultural preservation.”

While the clementine-themed imagery was meant to celebrate Palestinian citrus farming, many found the abundance of fruit depicted in the marketing - such as an overflowing car trunk and fruit labelled 'Grown by Huda n' Saint Levant' - tone-deaf amid widespread hunger and food blockades in Gaza.

In the promotional clips, Huda Kattan, Huda Beauty's founder, and Saint Levant are seen dancing next to a vintage car filled with clementines and posing with the product. The visuals sparked criticism online, with many calling it "heartless" in light of reports of starvation and blocked aid in Gaza.

Watch the campaign below:

“As an art director, I think the concept could have been handled better than using tons of fruit-even if it's fake-for a cause that is literally about the lack of food,” one commenter wrote.“Being conservative and empathetic is way more good-looking than this.”

Another user said, "I wish those kids could have these fruits..."

Another user added:“Forgive me, but having a photo op with this much fruit while Palestinians in Gaza are starving is tasteless...we Arabs keep missing the point.”

Despite the backlash, Huda Beauty reiterated that the campaign's intention was to raise both awareness and tangible support. The redirection of funds to MSF has been seen by many as a meaningful step, with one commenter even saying "this level of sensibility is what the world needs".

Both Huda Kattan, Huda Beauty's founder, and Saint Levant have been vocal advocates for Palestinian rights, using their global platforms to highlight the crisis. Saint Levant, who is of Palestinian, Algerian, Serbian, and French descent, took to the Coachella stage in 2024 to speak directly about the war in Gaza.

Kattan, meanwhile, has frequently shared videos, infographics, and updates about the situation in Gaza on her personal and brand platforms. In 2023, she donated $1 million to humanitarian organisations including Human Appeal and Doctors Without Borders.

Just days before the recent announcement, Huda Beauty posted a stark message on Instagram:“Gaza is being starved. Open the border now." On a separate post, she also posted an infographic warning of a“man-made famine.”

Celebrities supporting Palestine

While Kattan and Saint Levant have been consistent in their public advocacy, they are not alone. A growing number of celebrities around the world have expressed solidarity with the Palestinian people and called for an end to the violence in Gaza.

Among them is Bella Hadid. The Palestinian-Dutch supermodel has long been one of the most vocal celebrities on the issue, regularly sharing updates, commentary, and historical context to her millions of followers.

Veteran actress Susan Sarandon has also consistently expressed support for the Palestinian cause, even facing backlash for her outspoken stance.

Dua Lipa has also publicly spoken out against Israeli aggression and called for Palestinian liberation.

Canadian artist The Weeknd has also donated to relief efforts and previously posted in support of Palestinian civilians caught in the conflict.

Oscar-nominated Mark Ruffalo has also condemned Israeli airstrikes and advocated for Palestinian human rights in multiple interviews and social media posts.

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