Huda Beauty regains full ownership, emerging as a fully independent brand
Founder Huda Kattan buys back equity after eight years, steering the brand into a new era of innovation, authenticity, and founder-led vision.
Huda Kattan , co-ceo of Huda Beauty
GLOBAL beauty powerhouse Huda Beauty has announced its return to full independence, following the conclusion of its eight-year partnership with TSG Consumer Partners.
Back in 2017, TSG Consumer acquired a minority stake in the company.
Now, in 2025, its founder and co-chief executive officer Huda Kattan has officially bought back that equity, regaining full ownership and control of the brand she built from the ground up.
Speaking on the milestone, Huda described the moment as deeply meaningful.
"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,' she said in a recent statement.
With this move, Huda Beauty becomes one of the rare, fully founder-owned beauty brands, a notable achievement in an industry often dominated by corporate acquisitions.
This moment not only signals a new beginning for the company but also reinforces its commitment to innovation, authenticity, and a deeply personal, founder-led vision.
More than just a makeup label, Huda Beauty has always positioned itself as a movement, championing self-expression, empowerment, and individuality. Guided by the belief that 'Beauty is Self-Made,' the brand continues to inspire a global audience with its inclusive ethos and bold, innovative products.
Since its founding, Huda Beauty has reshaped the beauty landscape, combining artistry with forward-thinking innovation to build a brand with worldwide resonance.
Now fully under the leadership of Huda Kattan, with her husband Christopher Goncalo serving as co-ceo and sister Alya Kattan heading Social Strategy, the company looks ahead to a dynamic future, filled with exciting product launches, stronger community engagement, and continued disruption of industry norms.
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