Grunge is back! 2023 is the year we saw this iconic trend reemerge by the likes of Balenciaga, the rockstar girlfriends Kourtney Kardashian and Megan Fox and so much more. After a pandemic, followed by threats of nuclear war, it’s only natural for the aesthetics to follow! The objective was to dominate this trend within the makeup world giving Huda Beauty further authority as a trend leader within cosmetics.

This said, it has been reimagined by mixing grunge with glam and thus Pretty Grunge was birthed. A palette that can take you from Pretty to Grunge! We overtook the social space with the conversation around this palette through influencer content. Due to the online coverage, we were able to outperform the decline eyeshadow category by increasing sales growth from the previous year’s palette with sales well over our forecast.