Huda Beauty Donates Full Proceeds from Kalamantina Campaign to Support Gaza

Global beauty brand Huda Beauty has announced it will donate 100% of proceeds from its recent Kalamantina collaboration to Médecins Sans Frontières (Doctors Without Borders) to support emergency medical relief efforts in Gaza.

The campaign, launched in collaboration with Palestinian-French artist Saint Levant (Marwan Abdelhamid), initially aimed to spotlight and support Palestinian agriculture, particularly citrus farming. However, in light of the deepening humanitarian crisis in Gaza, the company has decided to redirect all funds raised—totalling $210,000 (Dh771,000)—to Doctors Without Borders to aid their life-saving work on the ground.

In a public statement, Huda Beauty said:

“Support on the ground has become even more crucial. 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 announcement follows growing concern over the worsening conditions in Gaza, where access to basic food and medical supplies remains critically limited due to ongoing blockades and conflict.

Originally themed around the clementine—a nod to Saint Levant’s track Kalamantina—the campaign celebrated Palestinian citrus farming. The Kalamantina Lip Oil, infused with a sweet citrus scent, was meant as a tribute to cultural preservation and resilience. On social media, brand founder Huda Kattan shared the message:

“This is for the homeland,” accompanied by a Palestinian flag and orange emojis, reaffirms the brand’s commitment to supporting the Palestinian cause.

However, the campaign’s visuals—which featured an abundance of fruit, including a car trunk overflowing with clementines labelled “Grown by Huda n’ Saint Levant”—drew public criticism. Many viewers found the imagery insensitive, given the ongoing reports of hunger and humanitarian blockade in Gaza. The promotional content, which showed Kattan and Saint Levant dancing beside crates of fruit, was described by critics as “tone-deaf” and “heartless.”

 

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In response to the backlash, Huda Beauty acted swiftly to redirect the campaign’s focus and funds toward immediate relief. By partnering with Doctors Without Borders, the brand aims to ensure that the proceeds reach frontline medical teams offering critical care in Gaza’s conflict zones.

Human rights advocates and supporters of the Palestinian cause have praised the decision, calling it a much-needed pivot toward addressing urgent needs. Many also noted the importance of using corporate platforms for raising awareness and mobilising resources during humanitarian crises.