Beauty mogul Huda Kattan buys back TSG Consumer’s stake, regaining control of her iconic brand as she charts a new chapter of innovation, inclusivity, and global community connection.
In a landmark move that redefines entrepreneurial empowerment in the beauty industry, Huda Kattan has reacquired full ownership of Huda Beauty, the global cosmetics powerhouse she founded in 2013. The buyback ends an eight-year partnership with U.S.-based private equity firm TSG Consumer Partners, which had acquired a minority stake in the Dubai-based company in 2017.
Kattan’s decision to reclaim complete control underscores her long-standing commitment to steering the brand with authenticity, creativity, and independence. “Taking back full ownership of Huda Beauty is a deeply important moment for me,” she shared in a statement. “This brand was built on passion, creativity, and a desire to challenge the beauty industry.”
The move places Huda Beauty among a select group of fully founder-owned beauty companies in today’s market—marking a powerful return to its roots and reasserting Kattan’s role as one of the most influential figures in global beauty entrepreneurship.
Leading with Family and Vision
Huda Beauty will continue to be led by Kattan as Founder and Co-CEO, alongside her husband Christopher Goncalo, who serves as Co-CEO, and her sister Alya Kattan, the brand’s social strategy head. The trio represents the company’s deeply personal foundation, anchored in family, vision, and authenticity.
Since launching the brand with a modest $6,000 loan and a line of false eyelashes—now iconic bestsellers—Kattan has transformed Huda Beauty into a digital-first beauty giant. With nearly 57 million followers on Instagram, it remains the most-followed beauty brand in the world. Kattan herself has emerged as a global icon for aspiring entrepreneurs, particularly in the Middle East and North America.
A New Era of Innovation and Engagement
The return to full independence aligns with a fresh wave of strategic plans. Huda Beauty is gearing up for bold new product launches and deeper engagement with its diverse global community. True to its motto, “Beauty is Self-Made,” the brand continues to champion inclusivity, transparency, and realness.
Under Kattan’s leadership, the company has made industry-defying choices—phasing out Photoshop and filters on its platforms and promoting unretouched beauty standards that resonate with a modern, authenticity-seeking consumer base.
Adding to this momentum is the launch of Huda Hotline, a podcast hosted by Kattan that features candid conversations about beauty, entrepreneurship, and self-discovery—further connecting her with fans and followers around the world.
While the financial details of the buyback were not disclosed, the implications are unmistakable: Huda Kattan is reclaiming her brand’s narrative and setting the stage for an even more impactful future.
In a world where brand stories often become diluted through corporate partnerships, Huda Kattan’s return to full ownership is not just a business decision—it’s a bold declaration of independence, integrity, and unfiltered vision.
