Huda Beauty sells fragrance line KAYALI

Huda Beauty is selling its ownership in fragrance brand KAYALI to its co-founder and growth equity firm General Atlantic.

Established by sisters Huda and Mona Kattan in 2018 under the umbrella of parent company Huda Beauty, KAYALI has quickly gained global recognition for its unique approach to modern perfumery.

With General Atlantic’s investment, KAYALI will now operate as an independent company. The partnership will provide the resources and expertise to accelerate the brand’s evolution while maintaining its authenticity, creativity, and deep connection with its community.

Mona will continue her role as KAYALI’s Chief Executive Officer, leading the business into its next phase of growth and transformation.

"From day one, my mission has been to create a fragrance brand that inspires confidence, creativity, and self-expression," said Mona.

"As we transition into an independent company, our partnership with General Atlantic will unlock opportunities, expand our global presence, and continue disrupting the fragrance industry with bold innovation."

The deal also sees Huda Beauty fully redeem the ownership interest that American private equity firm TSG Consumer has held in the business since 2017. With this move, Huda Beauty is one of the few established beauty brands to return to full founder ownership.

The decision reflects the makeup brand’s commitment to growth on its own terms, while continuing to learn, evolve, and inspire within the industry. As part of this, Huda Kattan will continue to lead as CEO.

Now on their own independent paths, both brands celebrate their entry into a new era filled with "possibilities, growth, and innovation".

Melis Kahya Akar, Managing Director and Head of Consumer for EMEA at General Atlantic, said: "Fragrance is one of the fastest growing segments in the beauty industry, and KAYALI has redefined the sector through its imagination, authenticity, and emotional connection to consumers around the world.

"We see immense opportunity for KAYALI to continue its growth journey as the brand expands its global community, unveils new products, and continues to push the boundaries of scent storytelling. We couldn’t be more excited to partner with Mona and her team on this next chapter as they bring these ambitions to life."