Huda Kattan Buys Back Huda Beauty After 8 Years, Reclaims Full Ownership As An Independent Brand

Huda Beauty has made a bold statement that it is once again a completely autonomous brand, reinforcing its founder-led origins. Co-founded by Huda Kattan, the global beauty powerhouse has formally ended its eight-year collaboration with TSG Consumer Partners, a private equity firm that purchased a minority position in the business in 2017. In 2025, Kattan repurchased that equity, taking complete control once more and reaching a significant turning point in her business career.

“This is a deeply important moment for me,” Kattan shared. “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 transition makes Huda Beauty one of the few completely founder-owned companies in the beauty business, where outside funding frequently spurs quick growth but can also stifle originality. Now serving as the company’s founder and co-CEO, Kattan is joined by her sister Alya Kattan, who is in charge of the social strategy, and her husband Christopher Goncalo, who also serves as co-CEO. The family-run company is ready to launch a new age of community-driven storytelling and innovation that pushes boundaries.

The success of Huda Beauty, which was founded in 2013 with an initial $6,000 loan from Alya, is the stuff of modern entrepreneurial legend. One of the most significant brands in the industry swiftly developed from what started out as a beauty blog in 2010. The foundation for Kattan’s worldwide empire that would challenge the conventional beauty model was laid when her first product, false lashes that were only available at Sephora in The Dubai Mall, went viral.

Across boundaries and demographics, Huda Beauty’s philosophy—”Beauty is Self-Made”—has found resonance. With a strong emphasis on self-expression, empowerment, and authenticity, the brand has continuously defied industry standards in everything from inclusive marketing to product innovation. It paved the way for innumerable other influencer-led firms by becoming one of the first to enter large retail under Kattan’s inspiring leadership.

The company’s return to full independence represents more than just a business deal; it’s a recommitment to the core values that made Huda Beauty a global force in the first place. This moment arrives as the brand continues to expand its influence with bold product launches and initiatives focused on deeper community engagement.

Kattan’s impressive accolades—from being named one of Fortune’s 40 Under 40 and Forbes’ 100 Most Powerful Women in the Middle East, to receiving the TIME 100 Impact Award—speak to her status as a pioneering figure in both the beauty and business worlds. Her journey is a testament to the power of passion, creativity, and unwavering belief in one’s vision.

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“Taking back full ownership means we can lead with our values more freely, innovate without compromise, and stay even closer to the community that made this all possible,” Kattan stated. “This next chapter is about pushing boundaries while staying true to who we are.”

As the brand looks to the future, it does so with the same bold energy and unapologetic authenticity that have defined it from the beginning. Huda Beauty’s full-circle return to independence isn’t just a corporate development—it’s a celebration of founder power, family-driven business, and the limitless potential of self-made beauty.