Charlotte Tilbury vs. Huda Beauty: Protective or Petty?
A side-by-side setting spray test lit the fuse. What followed was all smoke.
Y’all. The girls are fighting again! This time, it’s Huda Beauty vs. Charlotte Tilbury in a setting spray smackdown. Though it does appear that Charlotte Tilbury tried to make the whole thing go away, it didn’t work. Here’s what happened.
It all started when a TikTok influencer posted a side-by-side comparison video with words on the screen reading “Strongest Setting Spray Ever?” It featured Huda Beauty’s Easy Bake Setting Spray and Charlotte Tilbury’s Airbrush Flawless Setting Spray. Spoiler alert: Huda’s came out on top, with the cream bronzer swatch under Charlotte’s spray smearing while staying put under Huda’s.
Protective or Petty?
Huda Beauty’s official Instagram account reposted the video, seemingly proud of the win. But this is where things got messy.
Charlotte Tilbury’s team filed a complaint with the National Advertising Division (NAD) of the Better Business Bureau, requesting a fast-track review of the post. In that complaint, Charlotte and/or her team were more than just annoyed by the post. They thought it somehow violated FTC guidelines for false advertising.
Before the NAD even had time to fully investigate, Huda Beauty removed the post. Huda Kattan herself headed over to the influencer’s post and commented thanking them, explaining that the video had to come down due to Charlotte’s complaint. Then, Huda deleted that comment too. Did Charlotte make her delete it? We’ll probably never know for sure, but my feeling is that she did.
Who Was the Influencer?
The original TikTok was never officially named, but based on timeline and context, I think I found it. Polish influencer Aleksandra Sosfa posted a very similar video on March 20, 2025, which currently has over 367,000 views on TikTok. While I can’t confirm 100% it’s the one in question, all signs point to yes.
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What NAD Actually Said
Public records show there was no formal contract or compensation between Huda Beauty and the influencer. However, NAD noted that the creator had previously reviewed Huda’s products and received free items including the setting spray in question.
According to the NAD, when a brand and an influencer have a longstanding, informal relationship involving gifted products, the brand may be held responsible for potentially misleading claims made by that influencer.
The NAD recommended that Huda Beauty:
Make a good-faith effort to ask the influencer to remove the video
Provide documentation of the steps taken
Because Huda took down their own post and reportedly contacted the influencer to do the same, NAD dropped the case.
My Thought: Charlotte is being petty because she lost
Assuming the video I found is the one, I have some thoughts, and I’m feeling passionate about what happened.
Charlotte Tilbury has a history of going after content that puts her products in a bad light. Whether it’s calling out "dupes" or, in this case, filing a complaint over a comparison on TikTok, it’s giving full-grown woman stomping her feet energy.
Here’s the thing: sometimes, someone else’s product is just…better. That’s okay! Make something better next time. Don’t weaponize bureaucracy to silence your competitors.
If Charlotte wants to prove her setting spray is the best, then run your own tests. Post your own results. Be bold about your own innovation instead of being obsessed with what others are doing.
Yes, a lot of her products are good. Some are even great. But going after people for promoting alternatives doesn’t make her look confident. It makes her look insecure.
What Viewers Are Saying
It’s not just me side-eyeing Charlotte Tilbury’s reaction. Beauty fans in the comment section of my video made some interesting points.
“Charlotte is singlehandedly destroying her own brand.”
— @cathyhollowell1
“Here’s my question for Charlotte Tilbury: when people tested her spray compared to others, and preferred hers, did she have an issue then?
Probably not….She’s just mad Huda’s was preferred by this one creator.”
— @VanessaParadis91
“I wouldn’t have known that Huda’s setting spray was better if Charlotte hadn’t messed her pants and melted down. Streisand effect going strong for her. She’s her worst PR.”
— @Sarahphases
“If Charlotte made products that were actually worth it and not dupable, then they wouldn't be duped — and she wouldn’t be trying to legally go after someone over a simple product comparison.”
— @arcaderat1613
But not everyone feels Charlotte was in the wrong. After watching the TikTok that I think is the one she wanted taken down, some are skeptical that the test is a good one.
“I think to be completely transparent, this should be done in one cut. We all know how easy it is to fake these ‘which is better’ vids—for all we know, she could have applied an oil mist and not the actual product.
Even a one-cut video doesn’t assure us that some magic didn’t happen.”
— @Aannddeerrzz
“I disagree about Charlotte Tilbury. She did channel her energy, she did create inventive products, she did all that—then others turned around and unashamedly copied everything.
So you want her to invent and create but not be proud of it? Not stand up for herself?
This story with Huda is something different than usual, sure—she doesn’t own setting spray—but the rest of the time…”
— @nicholejensen3697
Why This Matters Beyond the Drama
This story isn’t just about TikTok and Instagram drama. It’s about what brands are allowed (and not allowed) to do when it comes to influencer marketing.
Even if there’s no formal contract, a history of free product gifting and brand awareness of the content can create responsibility in the eyes of regulators.
Had NAD sided with Charlotte and Huda not complied, the case could have gone to the FTC, which does have the power to impose fines, settlements, or worse. That’s time, energy, and money no brand wants to waste.
Honestly, I think Huda took the high road here. The vibe was basically, “I’m not admitting anything, I just don’t care enough to keep fighting this.” And I respect that.
Final Thoughts
This incident reinforces why I continue to feel icky about the way Charlotte Tilbury presents herself as a founder. There’s a difference between protecting your brand and policing your competitors in the beauty space.
Innovation thrives on competition. Trying to shut down that competition doesn’t make you powerful, it makes you petty. Like a self-appointed hall monitor who’d rather tattle than continue to trailblaze.
If your products are really that good, they’ll speak for themselves and you won’t need to tell other brands to take down influencer reviews to protect yourself.
💄 Want the full scoop on this week’s beauty industry news?
This story was originally featured in my What’s Up in Makeup episode from May 18, 2025 check it out here for all the industry news and hot takes.
Sources:
https://tinyurl.com/3px6zuf2 https://tinyurl.com/2j9rp8rc https://tinyurl.com/y3w2e4ha
While I can understand why Charlotte Tilbury is reacting the way she is (getting constantly duped must be tiring and frustrating after all), at the end of the day, it's not that deep. At least Huda had the sense to see that it's not as serious as she thinks it is. Rather, Charlotte should just focus on improving her products instead.
I will never understand why these brand founders have to make fools of themselves. I’ve stopped shopping a brand for less than this and now Charlotte Tilbury is off the list (she already was but this is just another thing against her). I’m all for petty when it’s JUSTIFIED. But she’s just out here causing problems just to cause them.