The beauty mogul takes back the reins — and the industry is watching.
In a move that redefines what it means to be a founder in beauty, Huda Kattan has officially bought back full control of her namesake brand, Huda Beauty — making it one of the rare few fully independent, founder-owned beauty empires on the global stage.
After an eight-year partnership with private equity firm TSG Consumer, Kattan has reacquired the firm’s minority stake, marking a powerful shift back to autonomy. What began in 2013 as a blog-to-brand phenomenon is now returning to its roots — driven by passion, power, and unapologetic self-expression.
“Taking back full ownership of Huda Beauty is a deeply important moment for me,” shares Kattan.
A Disruptor From Day One
Huda Beauty wasn’t just early — it was first. One of the original influencer-founded brands to hit Sephora, it carved a path where few dared walk, bridging glam and grit, digital community and bold product storytelling.
Kattan, often dubbed “the internet’s big beauty sister,” built her brand not just to sell makeup, but to transform beauty into power. From high-shine lips to full-glam eyes, Huda Beauty has always championed the idea that makeup is armour — and art.
“This brand was built on passion, creativity, and a desire to challenge the beauty industry,” says Kattan. “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.”
What It Means for the Industry
In a landscape where founder-led beauty brands often get swallowed up by corporations, Huda’s move is rare. It’s a reclaiming — of brand, voice, and vision. And it sends a message: you can scale without selling your soul.
With beauty rapidly shifting toward authenticity, transparency, and community-led storytelling, Huda Beauty’s independence positions it as a blueprint for the future.
