Huda Beauty Returns to Full Founder Ownership

Huda Beauty is once again fully founder-owned following the conclusion of its partnership with private equity firm TSG Consumer Partners. In a move that reaffirms its status as an independent company, Founder and Co-CEO Huda Kattan has officially repurchased the equity held by TSG, which first acquired a minority stake in the brand in 2017.

The buyback, completed in 2025, positions Huda Beauty among the few beauty brands in today’s market to be wholly owned by its founder. This news comes just a year after Kattan re-assumed her role as Chief Executive Officer, marking the beginning of a new chapter for the Dubai-based company, which has grown from a blog and social media following into one of the world’s most recognised beauty brands.

“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! This brand was built on passion, creativity, and a desire to challenge the beauty industry. 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, Huda Beauty has been celebrated for its bold, trend-driven aesthetic and inclusive ethos. Headquartered in Dubai, it disrupted traditional beauty marketing with direct-to-consumer launches and Kattan’s influential digital presence, setting a new benchmark for founder-led beauty brands. What began with a line of false eyelashes has since expanded into a global portfolio of cult-favourite complexion products, eyeshadow palettes, lipsticks, and more. Throughout its growth, the company has continued to prioritise innovation and transparency, frequently involving its community in product development and feedback.

The brand is available at hudabeauty.com. UK customers can shop the range via cultbeauty.co.uk and beautybay.com, while US customers can find it at Sephora.