Huda Beauty, the globally recognized beauty brand founded by entrepreneur Huda Kattan, has partnered with Palestinian-French-Algerian singer Saint Levant for an innovative and culturally resonant campaign titled “KALAMANTINA.” The collaboration merges the power of beauty with the raw storytelling of music, making space for a deeper conversation around identity, heritage, and self-expression.
Spotlighting Arab Excellence
At the heart of the campaign is a shared mission to celebrate Arab excellence. Saint Levant, known for his genre-defying sound and trilingual lyrics, becomes the face of the campaign a bold move in an industry that has traditionally lacked nuanced Arab representation. His involvement brings authenticity and emotional resonance to the campaign’s visual and thematic direction.
A Message of Self-Acceptance
With “KALAMANTINA” a wordplay on the Arabic word for mandarin and the name of the campaign both Saint Levant and Huda Beauty highlight themes of identity and empowerment. The campaign visuals and storytelling emphasize self-acceptance, blending Levant’s music and personal journey with Huda Beauty’s inclusive ethos.
Cultural Fusion in the Spotlight
The campaign rollout includes a striking visual teaser on social media and a promotional video that fuses contemporary aesthetic with nods to Arab culture. Fans of both the brand and the artist have praised the campaign for offering more than product promotion positioning it instead as a cultural statement.
Positive Reception Across Platforms
The response from both the beauty and music communities has been overwhelmingly positive. Audiences applauded the collaboration for pushing boundaries and representing Arab talent on a global stage. With this partnership, Huda Beauty continues to cement its role not just as a makeup brand but as a cultural voice.
A New Standard in Creative Collaboration
“KALAMANTINA” sets a new benchmark for how beauty brands can collaborate with artists especially from underrepresented communities in meaningful ways. By merging artistry, activism, and aesthetics, the campaign exemplifies how brand storytelling can be deeply personal and globally resonant.
