HUDA BEAUTY RETURNS TO ITS ROOTS: HUDA KATTAN RECLAIMS FULL INDEPENDENCE, LAUNCHES BOLD NEW ERA

In a seismic shift for the beauty industry, Huda Beauty, the Dubai-born powerhouse, has reclaimed its status as a fully independent brand after founder Huda Kattan bought back ownership from private equity partner TSG Consumer Partners. The decision, finalized after eight years of partnership, reestablishes Huda Beauty as one of a rare breed: a billion-dollar, founder-fully-owned beauty enterprise in 2025.

“I wanted to prove that dreams aren’t too big for solo visionaries,” Kattan told her fiercely devoted following, celebrating a milestone that underscores her commitment to authenticity, innovation, and direct engagement with the global beauty community. “This brand was built on passion, creativity, and a desire to challenge the status quo. Now, more than ever, we’re forging our own path.”

The move marks not just a business pivot but a statement about the power of founder-led creativity in a landscape increasingly dominated by conglomerates. Huda, joined by her husband and Co-CEO Christopher Goncalo and her sister Alya Kattan, who heads social strategy, is doubling down on bold product launches, raw community connection, and viral innovation.

A MODERN MAKEUP MOVEMENT—AND BREAKOUT LAUNCHES

The self-made entrepreneur is no stranger to upending industry norms. Since its launch in 2013 with viral false eyelashes at Dubai Mall’s Sephora, Huda Beauty has grown into an unstoppable beauty movement, inspiring transparency and individuality worldwide. Kattan has abandoned filters and Photoshop for her brand’s social platforms, advocating for realness in an industry often accused of setting unattainable standards.

2025 has already been a blockbuster year for Huda Beauty with several headline-grabbing launches that have shaken up the cosmetics scene. Early in the year, the brand introduced the Ube Powder and Easy Bake Setting Spray, featuring viral purple-toned formulations that quickly gained traction on TikTok and Instagram. 

The Ube Collection extended beyond powder, adding vibrant blushes and glosses inspired by the iconic purple yam shade, fueling a surge in consumer engagement. In the spring, four new shades expanded the popular Blush Filter liquid cheek lineup—Bubblegum, Sunset Lychee, Intense Guava, and Ube Cream—offering creamy, blendable hues designed for all skin tones, quickly becoming a staple among beauty influencers and everyday users alike. 

Late 2024 saw the release of the Icy Nude palette, promoted by Kattan as her “last big palette ever,” featuring shimmering cool tones and rich mattes, alongside limited-edition glosses and “blonzers,” hybrids of blush and bronzer ideal for seasonal looks and experimental makeup. 

Most recently, in July 2025, Huda Beauty launched the Faux Filler Lip Oil in a new Kalamantina shade, a clementine-scented gloss that has been praised for its nourishing texture, as well as a collaboration eyeshadow collection with Palestinian artist Saint Levant, further emphasizing the brand’s commitment to cultural storytelling and artistry.

The brand’s relentless pace has enabled it to dominate social commerce in 2025, with over 67 million cumulative followers across platforms and a staggering 1,095% engagement rate—numbers that elevate Kattan’s mission to celebrate “Beauty is Self-Made” from slogan to cultural movement.

LOOKING AHEAD: TRANSPARENCY, COMMUNITY, AND THE FOUNDER EFFECT

As she steps into this new era, Kattan is pushing for even greater authenticity—her podcast Huda Hotline, launched recently as her first major solo venture since founding the brand, invites unfiltered conversations on beauty, self-discovery, and breaking stereotypes.

Refusing to rest on her laurels, Kattan continues to foster a direct, no-filter relationship with her audience while building a next-generation beauty brand grounded in real people and real results. With new collaborations on the horizon and a steady stream of innovative launches, Huda Beauty is positioned not only to define the industry’s future but to do so on its own, unapologetic terms.

In an age where the cult of personality sometimes eclipses true artistry, Huda Kattan’s return to full ownership is a rallying cry for independent founders everywhere—reminding the world that the most powerful innovation is still self-made.