DUBAI : In a bold and defining move, Huda Kattan has reacquired the minority stake previously held by TSG Consumer Partners, a U.S.-based private equity firm that first invested in Huda Beauty in 2017. The buyback marks a powerful homecoming for the entrepreneur, reestablishing full control over the brand she built from the ground up.

The announcement came via Kattan’s Instagram story with the emphatic message: “We Bought Huda Beauty Back.” The statement was more than celebratory—it was a declaration of independence in an industry where founder-led brands often give way to corporate deals.

“This brand was built on passion, creativity, and a desire to challenge the beauty industry,” said Kattan, reflecting on the emotional significance of regaining full ownership. From a modest $6,000 loan and a false eyelash line, Kattan has built a global brand followed by over 57 million fans on Instagram.

Alongside her are husband and Co-CEO Christopher Goncalo and sister Alya Kattan, Head of Social—ensuring that the powerhouse remains a family-driven force in the global beauty scene.

The move comes at a time when Huda Beauty is ramping up innovation through fresh product launches, bold digital campaigns, and Kattan’s newly launched podcast, Huda Hotline, which explores beauty, business, and self-love in an unfiltered format.

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