Huda Kattan has bought back the equity stake in Huda Beauty previously held by TSG Consumer, regaining full ownership of the brand she founded. The move comes a year after she returned as CEO and marks a significant moment for one of beauty’s most influential entrepreneurs. TSG initially invested in the company in 2017, during a period when retail sales were estimated around $200 million. By mid-2024, industry sources suggested that annual sales had already exceeded $300 million. While details of the transaction remain private, Kattan described the buyback as a substantial investment that paves the way for full creative and operational control.
Since resuming the CEO role, Kattan has led a comprehensive transformation of the brand. Huda Beauty has undergone a visual and conceptual refresh, introducing new products while refining its messaging to reach a wider audience. The brand’s focus has shifted toward creating a more inclusive and emotionally resonant experience for consumers. With her sister Mona Kattan now focused on the Kayali fragrance brand, Huda Kattan is concentrating exclusively on evolving her namesake business.
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Data from Cosmetify placed Huda Beauty as the leading global beauty brand in early 2025, ahead of competitors like Fenty Beauty and Dior. The brand’s expansion continues to attract both its loyal glam-focused customer base and newer consumers looking for something more approachable. This next phase of growth aims to make Huda Beauty more accessible without losing the visual drama and artistry that defined its identity from the beginning.
The brand’s evolution reflects broader changes in how consumers engage with beauty. Kattan’s leadership now emphasizes the emotional value of makeup and the role it plays in self-expression, confidence, and identity. Beyond visual transformation, internal shifts have also taken place, including updates to team structure and workflow designed to support a healthier, more creative environment.
Rather than launching new brands, Kattan is dedicating her efforts to strengthening and expanding Huda Beauty. With millions of followers across social platforms and strong global demand, the brand is positioned for a new chapter of independent growth—driven by instinct, vision, and direct connection with its audience.
