TikTok moves fast. One minute you're watching a tutorial on how to get the perfect "cherry cola" lip, and the next, your feed is exploding with a clip of a billionaire CEO doing a viral dance. If you’ve been on the app lately, you've likely seen the chatter about huda throwing it back.
Honestly, it’s kinda surreal. Huda Kattan, the mastermind behind the $1.2 billion Huda Beauty empire, isn't exactly a stranger to the camera. She built her brand on being the face of it. But there’s a massive difference between a polished makeup demo and a "throwing it back" dance video that sets the comment section on fire.
People are obsessed. Some are here for the "unfiltered" energy, while others are just confused. Is this a new marketing strategy? Or is Huda just having a moment?
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The Video That Caught Everyone Off Guard
Let’s get into the details. The "throwing it back" trend—which basically involves a specific rhythmic dance move—is usually reserved for Gen Z influencers or creators looking for a quick engagement spike. When Huda Kattan participated, it felt like a shift.
She wasn't in a sterile studio. She looked relaxed. It was a stark contrast to the high-stakes corporate drama she’s been dealing with lately. You've probably heard about her reclaiming the CEO title after a brief hiatus, or the intense political controversies that saw her TikTok videos getting flagged or removed in late 2025.
In that context, seeing Huda "throw it back" feels like a deliberate attempt to reclaim her narrative. It's her saying, "I'm still here, and I'm still human."
The engagement numbers don't lie. Within hours, the clip racked up millions of views. The comments were a wild mix of "Mother is mothering" and "I didn't have this on my 2026 bingo card." It’s a classic example of how a single 15-second clip can overshadow months of PR-managed posts.
Why Is This Such a Big Deal?
You might think, it's just a dance, why does it matter? In the world of high-end beauty, founders usually maintain a certain "untouchable" aura. Think of the polished, almost robotic presence of some legacy brand owners. Huda has always been different, but this is a new level of "relatability."
By "throwing it back," she’s leaning into the creator-led marketing strategy that made her brand the #1 most popular beauty brand in the Q3 2025 Cosmetify Index. She knows her audience isn't just buying a "Easy Bake" powder; they’re buying into her personality.
Breaking Down the Backlash and the Hype
It wasn't all heart emojis, though. There's a segment of the internet that finds this kind of content "cringe" for a woman of her stature. We’ve seen this before with other "boss" figures trying to stay relevant.
- The "Cringe" Factor: Critics argue that as a 40-something billionaire, she should focus on the boardroom rather than TikTok trends.
- The "Authenticity" Win: Fans argue that this is exactly why they love her. She’s messy, she’s fun, and she doesn't take herself too seriously—even when she’s facing boycotts from major retailers like Sephora.
Actually, if you look at the timeline, these viral "fun" moments often follow periods of intense scrutiny. It's a pivot. When the news cycle is dominated by heavy topics like geopolitical statements or supply chain re-structuring, a video of the founder dancing provides a much-needed palette cleanser for the brand's 67 million followers.
The Science of "Throwing It Back" in Marketing
There is a method to the madness. Huda Beauty’s team is legendary for "scrappy" marketing. They don't just post product shots; they post "backstage" moments.
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When a founder "throws it back," they humanize the corporation. It’s hard to stay mad at a brand when the face of it is doing a silly dance to a trending audio. It’s a tactic used to drown out "negative" SEO with "viral" SEO.
If you search for her name now, you’re just as likely to find videos of her dancing as you are articles about her controversial deleted posts from August 2025. That’s not an accident. It’s a masterclass in digital reputation management.
What This Means for the Future of Huda Beauty
Huda Kattan has always said that beauty today is about "confidence, energy, and authenticity."
Showing up as herself—flaws, dances, and all—is part of that mission. Whether she’s being called out for her "mean girl energy" in reaction videos (like the 2023 Mina Hasan incident) or being praised for her "boss hair" trends, she stays in the conversation.
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The "huda throwing it back" moment isn't just a blip. It’s a signal that the era of the "unreachable CEO" is over. In 2026, if you want to stay at the top of the Cosmetify Index, you have to be willing to get a little bit "cringe" and a lot bit real.
How to Navigate the Viral Noise
If you’re trying to keep up with the latest from Huda, don't just rely on the headlines. Check the UGC (User Generated Content). The real story is always in the stitches and the duet videos.
- Follow the creators, not just the brand: See how smaller influencers are reacting to Huda's moves. They often have the "real" tea.
- Check the timestamps: Viral moments like this move fast. What was "breaking news" yesterday is a meme today.
- Look for the product tie-in: Usually, a viral dance is a precursor to a "surprise" drop or a flash sale. Keep your eyes on her bio links.
Don't take the internet too seriously. At the end of the day, it's just a dance, even if it is a billionaire doing it.
Next Steps for You
If you want to see the clip for yourself, head over to her official TikTok but make sure to look at the "Stitches" tab. That's where the most honest reactions live. You can also sign up for the Huda Beauty newsletter if you want to catch the inevitable "flash sale" that usually follows these viral spikes.