The move to full independence aligns with Huda Beauty’s plans for ambitious new product launches and a stronger focus on connecting with its global community.
Huda Beauty, a globally renowned makeup brand, has returned to full independence as founder Huda Kattan repurchased the equity stake previously held by US private equity firm TSG Consumer Partners, concluding their eight-year partnership.
Huda Beauty, one of the most iconic names in the global beauty industry, has officially regained full independence after founder Huda Kattan bought back the minority stake previously held by U.S.-based private equity firm TSG Consumer Partners, ending an eight-year partnership.
TSG initially invested in the Dubai-based company in 2017. With this buyback, Kattan resumes full ownership of the brand she founded in 2013 with just a $6,000 loan from her sister.
This strategic move positions Huda Beauty among a select group of fully founder-owned beauty companies in the global market.
“Taking back full ownership of Huda Beauty is a deeply important moment for me,” Kattan shared in a statement. “This brand was built on passion, creativity, and a desire to challenge the beauty industry.
Kattan, who serves as founder and Co-CEO, now leads the company alongside her husband, Christopher Goncalo, who shares the Co-CEO title, and her sister Alya Kattan, who heads social strategy.
Famous for viral launches and a bold digital-first approach, Huda Beauty has grown into a powerhouse brand, particularly in the Middle East and North America. It boasts the most-followed beauty brand account on Instagram, with nearly 57 million followers, and Kattan herself is widely recognized as a trailblazing entrepreneur and influencer.
The brand’s message, “Beauty is Self-Made,” has resonated with a broad, diverse audience, thanks to its commitment to inclusivity, transparency, and authenticity. Under Kattan’s direction, the company has embraced unretouched beauty by eliminating Photoshop and filters on social media, promoting more realistic standards.
Originally launched with a best-selling line of false eyelashes at Sephora Dubai Mall, the brand now offers a full range of cult-favorite products, including the Easy Routine collection. Huda Beauty is also known for its innovative content, educational tutorials, and outspoken advocacy.
The return to full independence aligns with the brand’s plans for upcoming product launches and an increased focus on strengthening its global community.
Kattan recently debuted a new podcast, Huda Hotline, which features candid discussions on beauty, entrepreneurship, and personal growth.