Everything You Need to Know About Huda Beauty and Kayali’s Split

Huda Beauty has officially announced the sale of its fragrance brand, KAYALI. The move enables Huda Beauty to repurchase the minority stake held by TSG Consumer Partners since 2017, restoring full ownership to the founding family. Mona Kattan, who has led KAYALI since its launch in 2018, spearheaded the acquisition in partnership with global growth equity firm General Atlantic. The financial terms of the transaction have not been disclosed.

The decision to separate the two brands follows years of planning. Huda Kattan, founder and CEO of Huda Beauty,emphasized that this restructuring allows both brands to flourish independently. Mona Kattan will remain CEO of KAYALI, leading the brand’s next phase of growth with General Atlantic’s investment providing resources and strategic expertise.

With this transition, Huda Beauty becomes one of the few major beauty brands to regain full independent ownership. Founded in 2013 by Huda Kattan and her sisters, the company has grown into a global beauty powerhouse, boasting over 54.2 million Instagram followers—surpassing competitors like Rare Beauty (8 million) and Kylie Cosmetics (24.7 million).