In a bold and empowering move that’s sending ripples across the beauty industry, Huda Kattan has officially bought back full ownership of Huda Beauty, reclaiming a minority stake previously held by private equity firm TSG Consumer Partners. The transaction marks a defining moment in Kattan’s journey — a return to her roots as a fiercely independent entrepreneur who built one of the world’s most influential beauty brands from the ground up.
A Full-Circle Moment for the Beauty Mogul
Founded in 2013, Huda Beauty began as a passion project fueled by Kattan’s deep knowledge of makeup artistry and her desire to fill gaps in the beauty space, particularly for Middle Eastern and diverse skin tones. With viral product launches like her false lashes, foundations, and eyeshadow palettes, the brand quickly grew into a global powerhouse, attracting the attention of investors like TSG, which acquired a minority stake in 2017.
Now, seven years later, Kattan has bought back that stake, restoring 100% ownership to herself and her family. The move signifies more than just a financial transaction — it represents Kattan’s renewed commitment to her vision, values, and long-term brand integrity.
“This moment feels incredibly empowering,” Kattan shared in a recent statement. “Regaining full control of Huda Beauty means I can lead the brand exactly how I believe it should be led — with authenticity, innovation, and a true connection to our global community.”
Why the Buyback Matters
The beauty industry has seen a surge in founder-led brands being absorbed by larger conglomerates or diluted through investor influence. Kattan’s decision to reclaim full ownership bucks this trend, and signals a broader shift toward independence and creative freedom.
This also follows Kattan’s 2020 step back from her CEO role to focus more on the creative and product side of the business. Since then, she’s been vocal about re-evaluating the brand’s direction, emphasizing transparency, inclusivity, and authenticity — values she believes can be best upheld under her direct leadership.
What This Means for Huda Beauty’s Future
With full control back in her hands, industry experts anticipate a new era of innovation for Huda Beauty. The company, which has expanded into skincare with Wishful and fragrance with Kayali (led by Kattan’s sister Mona), now has the flexibility to pivot, experiment, and disrupt without external pressures.
Kattan is also expected to deepen her connection with the brand’s loyal global following, especially across the Middle East, North America, and Southeast Asia — regions where Huda Beauty commands significant cultural influence.
A Message to Founders Everywhere
Kattan’s buyback sends a powerful message to entrepreneurs, particularly women and people of color in the beauty space: it’s possible to reclaim your brand, your voice, and your vision. Her story is not only a business triumph but also a deeply personal milestone — a reminder that sometimes, the most strategic move is to take back what you created in order to move forward with full freedom.
As Huda Kattan reclaims her throne at the helm of Huda Beauty, fans and industry insiders alike are watching closely — not just to see what products she’ll launch next, but to witness the next chapter of a brand that has always dared to be different.
