Huda Beauty is back in the hands of its founder. Huda Kattan has bought back full ownership, ending an 8-year partnership with TSG. With full control, she’s ready to lead the brand into a bold and creative new chapter.
Huda Beauty is now officially an independent company again. The brand’s founder, Huda Kattan, has bought back the equity stake held by TSG Consumer Partners. With this, she now owns 100% of the company she launched over a decade ago. The development marks the end of an eight-year-long partnership with private equity firm TSG Consumer Partners
TSG had invested in Huda Beauty in 2017. The partnership helped the brand grow fast. It expanded globally and launched many new products. Now, in 2025, Huda is taking full control. She will lead the brand with complete creative and strategic freedom.
Huda Kattan’s journey
Huda Kattan started her journey as a beauty influencer and content creator. In 2013, she launched Huda Beauty with just one product—false eyelashes. It became an instant hit. Since then, the brand has grown into a global beauty name. It offers a wide range of makeup products—lipsticks, eyeshadows, mascaras, powders, and more. Huda Beauty is known for bold branding, inclusive shades, and high-quality formulas.
The new era
This new chapter marks a return to the brand’s roots. With Huda back in full control, the company is set to explore fresh ideas and innovations. She is excited to shape the brand’s future with more freedom and passion.
Huda’s husband, Christopher Goncalo, continues as Co-CEO to help steer the business. Her sister, Alya Kattan, will keep leading the brand’s social media and digital storytelling. Both have played key roles in the brand’s journey so far.
From the leadership desk
“Taking back full ownership of Huda Beauty is a deeply very important moment for me. 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. 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.” shared Huda Kattan, Founder and Co-CEO, Huda Beauty.
