Huda Beauty, available at Sephora in Australiaia, has officially returned to full independence, with founder Huda Kattan buying back the equity previously held by TSG Consumer Partners. The move ends an eight-year partnership with the private equity firm, which acquired a minority stake in the Dubai-based brand in 2017.
With the buyback, Huda Beauty becomes one of the few global beauty brands fully owned and led by its founder—marking a significant milestone in an industry increasingly dominated by corporate consolidation.
“Taking back full ownership of Huda Beauty is a deeply important moment for me,” said Kattan. “It says that while many of us dreamers have visions that we are told are too big or not possible to do alone, in actuality, you have all the power you need to change the world yourself! 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.”
Founded in 2013 with a $6,000 loan from her sister, Alya Kattan, the brand initially launched with a line of false eyelashes at Sephora Dubai Mall—now the retailer’s top-performing global store. Since then, Huda Beauty has evolved from one of the first influencer-led brands into a global powerhouse with a cult following across multiple platforms. It now boasts nearly 57 million Instagram followers, 4.1 million YouTube subscribers, and 10.7 million TikTok followers.
Under Kattan’s leadership as Founder and Co-CEO—alongside her husband, Christopher Goncalo, and sister Alya, who leads Social Strategy—Huda Beauty continues to champion inclusivity, authenticity, and self-expression. The brand has eliminated filters and Photoshop from its social media channels and continues to advocate for transparency in beauty.
The brand’s recent rebrand includes a new logo and the launch of Huda Hotline, a raw, unfiltered podcast hosted by Kattan, designed to create deeper conversations around beauty standards, success, and self-discovery.
Known for viral hits like the Easy Bake Setting Powder, Easy Primer, and Easy Blur, Huda Beauty has won multiple industry accolades, including the Allure Best of Beauty Award, Elle Beauty Award, and Cosmopolitan Beauty Award.
As Kattan steps into the next chapter of her entrepreneurial journey with full control of the business, she says the mission remains unchanged: “This brand was built on passion, creativity, and a desire to challenge the beauty industry.”
Read the AUTUMN ’25 issue of Retail Beauty below:
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