DUBAI: In a move that’s got the beauty world buzzing, Huda Kattan is back in full control of her empire. The founder of Huda Beauty just announced she’s officially bought back all shares in her brand, regaining 100% ownership after an eight-year partnership with TSG Consumer Partners.
TSG had picked up a minority stake in 2017, helping the brand grow globally. But as of 2025, Huda Beauty is now one of the few big-name beauty brands to be completely founder-owned — a rarity in an industry full of corporate backers.
And Huda’s pretty pumped about it. “Taking back full ownership of Huda Beauty is a deeply important moment for me,” she said. “This brand was built on passion and the dream to shake things up. I’m more committed than ever to staying true to our roots.”
For those who came in late, Huda Kattan, an Iraqi-American makeup artist and beauty blogger, launched Huda Beauty in 2013 with a line of false eyelashes that instantly went viral. Over the years, the brand expanded into lipsticks, foundations, eyeshadow palettes, and skincare, earning a cult following worldwide. Known for her strong social media presence and unfiltered takes on the beauty industry, Huda turned a Dubai-based blog into one of the most recognisable beauty brands globally — all while staying close to her loyal fan base.
What does this mean for fans? Expect bolder launches, tighter community vibes, and maybe a few surprises from Huda herself. With her husband Christopher Goncalo still serving as co-CEO and sister Alya leading social strategy, the family-led beauty powerhouse is set to kick things up a notch.
This independence milestone doesn’t just mark a business move — it’s a strong statement about founder-led vision, staying authentic, and keeping creative control in an industry that often feels cookie-cutter.
So, if you’ve ever doubted whether passion projects can go big and stay personal, Huda’s showing us they can — with glitter, gloss, and grit.
