Huda Beauty is redefining its future with the sale of its fragrance brand, KAYALI, to co-founder Mona Kattan and private equity firm General Atlantic.

This strategic move paves the way for Huda Beauty to regain full founder ownership, marking a rare milestone in the beauty industry.

Founded in 2018 by Mona Kattan under the Huda Beauty umbrella, KAYALI has quickly established itself as a powerhouse in luxury fragrance, celebrated for its bold scent layering philosophy. Under the new ownership structure, KAYALI will operate independently, with Mona Kattan remaining as CEO to steer the brand’s global expansion.

The restructuring also facilitates Huda Beauty’s buyback of the stake held by TSG Consumer Partners since 2017, allowing the brand to return to full founder control—a significant achievement in an industry where private investment often dominates.

“Huda Beauty is making history as one of the few established beauty brands to return to full founder ownership,” the companies said in a joint statement.

Huda Beauty, founded in 2013 by beauty mogul Huda Kattan and her sisters Mona and Alya, has grown into a global phenomenon, boasting over 54 million Instagram followers—far surpassing competitors like Rare Beauty and Kylie Cosmetics. Known for its trend-driven products and influencer-led approach, the brand has continuously pushed boundaries in makeup and skincare.

The deal, which is subject to regulatory approval, positions KAYALI for continued success while solidifying Huda Beauty’s status as a self-sustaining, founder-led brand.

Goldman Sachs International acted as financial advisor for Huda Beauty, with Gibson Dunn providing legal counsel. Mona Kattan was advised by Skadden, Arps, Slate, Meagher & Flom, while General Atlantic was represented by Raymond James and Latham & Watkins.