Is the end nigh for mascara?

HUDA Beauty is a $200m cosmetics business, founded by Huda Kattan – one of Time Magazine’s 25 most influential people on the internet and an inspiration to 26 million faithful Instagram followers. Ms Kattan’s signature product is her legendary false lashes, that bestow picture-perfect Insta-ready peepers on the wearer.

Indeed, the lashes are so effective that the HUDA Beauty line launched without a mascara – with Rhianna’s Fenty Beauty swift to follow their lead. More and more women are embracing the chance to effortlessly amp up the glamour – Sunday Times recently claimed that 90% of women wear extensions or falsies ‘regularly’ – so it seemed only right that their signature product should take centre stage for HUDA’s first ever window, at Selfridges, as part of an optical themed store-wide campaign.

Start’s installation, ‘Eyes on the prize’, was created using 2,000 sets of lashes, cascading from giant fuchsia trophies. (Actually, make that 1,999 sets. We couldn’t resist keeping a pair for ourselves.)

You can see more of our HUDA retail design work here.

HUDA Selfridges window display Start Design consultancy gallery 5