Huda Kattan reclaims full ownership of Huda Beauty

Huda Kattan has regained full ownership of Huda Beauty after buying back a minority stake held by private equity firm TSG Consumer Partners. 

The completion sees Kattan fully redeem the ownership interest that TSG 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.

"Taking back full ownership of Huda Beauty is a deeply important moment for me," said Kattan in a statement.

"As we step into this new chapter, I’m more committed than ever to pushing boundaries, staying true to our roots, and showing up for our incredible community every step of the way."

The decision reflects the brand’s commitment to growth on its own terms, while continuing to "learn, evolve, and inspire within the industry". As part of this, Kattan continues to lead as CEO. Since regaining the leadership role last year, she has overseen the brand's next chapter, including a rebrand and new product launches.

"People are so often after the dollar, and it makes beauty so boring. For me, part of us buying back Huda Beauty is we don't have to worry about that," Kattan told WWD. "I am hyper focussed on Huda Beauty, and I love this space. I'm genuinely driven by trying to see what we can do, and how we can make this space interesting again."

Boosted by the success of her beauty blog, Hollywood-trained celebrity makeup artist Huda Kattan founded Huda Beauty in 2013 alongside her sisters Alya and Mona.

It first launched with a lash collection, breaking records in the Middle East, and has since become one of the fastest growing beauty brands worldwide.

The brand's product line-up now includes a collection of sought-after liquid matte lipsticks, lip contouring pencils, 3D highlighter and textured eye shadow palettes.

The news comes after Huda Beauty sold 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 parent company Huda Beauty, KAYALI has quickly gained global recognition for its unique approach to modern perfumery.

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