Huda Kattan reclaims full ownership of her UAE brand

Dubai-based beauty entrepreneur and influencer Huda Kattan is buying back full control of Huda Beauty, making her eponymous brand fully independent again in a move to “stay true to our roots.”

Private equity firm TSG Consumer Partners acquired a minority stake in the brand in 2017, and a year later, it was valued at more than $1 billion by Forbes.

Now Kattan, who launched the brand in 2013 with a $6,000 loan from her sister, has bought back all the shares for an undisclosed sum.

Huda Beauty has become one of the most recognized cosmetic brands in the Middle East and North America, based on a digital-first strategy and viral product drops.