Huda Beauty Becomes Fully Founder-Owned

Huda Kattan has regained full ownership of Huda Beauty, marking a new chapter for the now fully-independent brand

Huda Beauty has officially returned to full founder ownership after ending its eight-year partnership with private equity firm TSG Consumer Partners. Huda Kattan, the brand’s Founder and Co-CEO, has bought back TSG’s minority stake, making the company one of the few major global beauty brands that remains entirely independent and founder-led.

“This is such an important moment for me and for Huda Beauty,” said Huda. “Taking back full ownership lets us stay true to our roots, focus on our community, and push boundaries without compromise.”

Huda Beauty has built its identity around authenticity and inclusivity, embracing the message that Beauty is self-made. The brand has also been a vocal advocate for transparency in the industry, choosing not to use filters or heavy editing on social media, and regularly starting conversations about self-image and unrealistic beauty standards.

The buyback comes as Huda Beauty continues to gain momentum. The brand was recently named the world’s most popular beauty brand in Q1 2025 by Cosmetify, and with nearly 57 million followers on Instagram, Huda is one of the most influential figures in the beauty world. Alongside her husband, Co-CEO Christopher Goncalo, and her sister Alya Kattan, who leads social strategy, the company remains deeply rooted in family and community.

Now fully independent, the brand plans to continue its mission of championing individuality and innovation. Huda’s recently launched podcast, Huda Hotline, also reflects her growing focus on unfiltered conversations around beauty, business, and personal growth.