Sephora has pulled Huda Beauty from the cosmetics retailer’s forthcoming “Experts” fall campaign after brand founder Huda Kattan posted a TikTok video that criticized Israeli Prime Minister Benjamin Netanyahu and condemned Israel’s military actions in Gaza. In the video, Kattan raised unverified allegations that Netanyahu instructed Israeli forces to stand down ahead of the 7 October attacks and highlighted the plight of Palestinian detainees. The decision ends Huda Beauty’s participation in a marketing push that was scheduled to feature several prominent influencers and brands across Sephora’s global platforms. Sephora, owned by luxury conglomerate LVMH, has not publicly detailed its reasons for the removal. Huda Beauty, founded in 2013 and known for its high-profile social-media presence, has previously spoken out on Middle East issues and urged followers to support Palestinian causes. LVMH’s controlling shareholder Bernard Arnault has investments in the Israeli cybersecurity firm Wiz, adding a further corporate layer to the controversy. The episode underscores the reputational risks global retailers face when partners take public stances on the Israel-Hamas war.