Huda Beauty Returns to Full Founder Ownership

The company repurchased its minority stake from TSG Consumer Partners, ending an eight-year equity partnership.

Updated on Oct. 23, 2026 in Beauty

Bold vector editorial illustration showing circular makeup brushes around a central compact, representing Huda Beauty's return to independent ownership. — Huda Beauty has returned to full founder ownership after Huda Kattan repurchased the minority stake held by TSG Consumer Partners. AI Illustration. Upload story photo >

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In 2025, Huda Beauty returned to full founder ownership after Huda Kattan repurchased the minority stake held by TSG Consumer Partners. This shift follows the company's February 2025 divestiture of the fragrance brand Kayali.

Why it matters

Returning to sole ownership allows the company to refocus its operations entirely on its core cosmetics business. This structural change marks the end of an eight-year partnership with external investors.

The transition followed the divestiture of the fragrance brand Kayali in February 2025, which enabled the company to conclude its eight-year partnership with TSG Consumer Partners. The financial impact of the repurchase remains undisclosed.

The players

Huda Kattan

Founder and co-CEO of Huda Beauty who established the cosmetics company in 2013.

TSG Consumer Partners

An investment firm that held a minority stake in Huda Beauty for eight years.

Huda Beauty

A cosmetics company that maintains a social media presence reaching over 54 million Instagram followers.

Christopher Goncalo

A co-CEO of Huda Beauty.

Alya Kattan

The lead for global social strategy at Huda Beauty.

The details

The share repurchase was made possible by the strategic separation of the fragrance brand Kayali from the main Huda Beauty entity. By divesting the fragrance business, the company created the necessary structural conditions to bring full control back to Huda Kattan. This returns the organization to the same independent ownership model that characterized its founding in 2013.

2013: Huda Kattan founded Huda Beauty with a $6,000 loan.
2017: TSG Consumer Partners acquired a minority stake in the company.
2018: The Kayali fragrance brand was co-founded.
February 2025: Huda Beauty divested its interest in Kayali.
2025: The agreement to end the partnership was confirmed.

Health Landscape

This move reflects the ongoing trend among beauty brand founders to regain full equity control to prioritize long-term brand autonomy. It marks a departure from the mid-2010s era of rapid private equity expansion within the cosmetics industry.

While this change in ownership is a corporate matter, consumers should remain focused on ingredient transparency and product safety labels when selecting cosmetics. As companies refine their product portfolios following such shifts, checking for current allergen disclosures remains a best practice.

The takeaway

The return of Huda Beauty to full founder ownership highlights the strategic value placed on operational independence. For those managing a beauty routine, keep an eye on ingredient lists and product labels as brands undergo restructuring to ensure they continue to meet your specific needs.