The fact that? Huda Beauty has recovered full independence, since founder Huda Kattan buys the TSG Consumer Partners capital, finishing her eight -year investment association.
The details The TSG consumer acquired a minority participation in Huda Beauty in 2017, but as of June 2025, the Dubai -based brand once again is total property. Huda Kattan, who continues as a co-zo along with her husband Christopher Goncalo, now leads the brand with 100% control. The movement positions Huda Beauty among the few important beauty brands owned by its founder. The brand, known for its bold product innovation and its first spirit of the community, plans to take advantage of its impulse with new launch and more deep participation strategies. Sister Alya Kattan continues to lead the social strategy.
Why? Claiming the full property allows Huda Beauty to double his original mission: beauty as empowerment and self -expression. Without external investors, the brand can now look for creative and strategic objectives in the long term without compromising a crucial moment in the beauty movement directed by the founder.
In a bold move signaling a new chapter for the global beauty empire, Huda Beauty has announced that founder Huda Kattan has fully reacquired ownership of the company, officially ending its long-standing partnership with private equity firm TSG Consumer Partners.
Kattan, a beauty influencer turned entrepreneur, founded Huda Beauty in 2013 and quickly transformed it into a billion-dollar brand, known for its high-performance cosmetics, viral launches, and authentic connection with consumers. TSG, which acquired a minority stake in the company in 2017, played a key role in scaling the brand globally.
In a recent statement, Kattan expressed her renewed commitment to leading the brand independently:
Industry insiders see the move as a significant trend in the beauty sector, where founders are increasingly seeking creative control and direct connection with their audiences over private equity influence.
The deal also opens the door to potential innovation, diversification, and deeper alignment with Kattan’s personal vision—both for Huda Beauty and the broader beauty industry.
Fans and followers can likely expect the brand to focus more heavily on founder-led storytelling, clean innovation, and bold product development in the months ahead.