Ben Holland In the vibrant world of cosmetics, few brands have risen as meteorically as Huda Beauty, captivating millions with its bold, inclusive approach to makeup. Founded on the principles of accessibility and innovation, Huda Beauty has become a global powerhouse, boasting products that blend high-performance formulas with trendsetting aesthetics. But behind this empire lies a compelling story of entrepreneurial grit, strategic partnerships, and a triumphant return to full control. As of November 2025, the question “Who owns Huda Beauty?” has a straightforward yet inspiring answer: Huda Kattan, the visionary founder, holds 100% ownership after a pivotal buyback earlier this year. This shift not only underscores Kattan’s unwavering commitment to her brand but also highlights the evolving dynamics of ownership in the beauty industry.
For those searching for insights into Huda Beauty ownership, this article delves into the brand’s origins, growth trajectory, investment history, and the landmark 2025 reclamation of control. Whether you’re a beauty enthusiast, investor, or aspiring entrepreneur, understanding who owns Huda Beauty reveals lessons in resilience and authenticity.
The Visionary Behind the Brand: Huda Kattan’s Journey
Huda Beauty’s story begins with its founder, Huda Heidi Kattan, an Iraqi-American trailblazer whose path from finance to fame exemplifies reinvention. Born on October 2, 1983, in Oklahoma City to Iraqi immigrant parents, Kattan grew up in a multicultural household that valued education and perseverance. Her family relocated multiple times—first to Cookeville, Tennessee, then Dartmouth, Massachusetts—instilling in her a sense of adaptability that would later fuel her career.
Kattan pursued a finance degree at the University of Michigan–Dearborn, but the corporate world left her unfulfilled. In a bold pivot, she left her job to chase her passion for makeup artistry. Moving to Dubai in 2006 with her father, who had secured a teaching position there, Kattan immersed herself in the region’s burgeoning beauty scene. She honed her skills in Los Angeles, working with A-list celebrities like Eva Longoria and Nicole Richie, before returning to Dubai as a makeup artist for Revlon.
It was in 2010, on her sister Mona’s encouragement, that Kattan launched the Huda Beauty blog on WordPress. What started as a platform for makeup tutorials and tips exploded into a social media phenomenon. By 2025, Kattan had amassed over 54 million Instagram followers, earning her spots on prestigious lists like Time’s “25 Most Influential People on the Internet” in 2017 and Fortune’s 40 Under 40 in 2020. Her influence wasn’t just digital; a single 2017 YouTube mention of a Foreo brush caused it to sell out across Dubai stores, demonstrating her power to drive consumer behavior.
Kattan’s personal life has intertwined with her professional one. Married to Christopher Goncalo since 2009, the couple welcomed their daughter in 2011. Goncalo, a key figure in the brand’s operations, now serves as Co-CEO. Kattan’s sisters play vital roles too: Mona Kattan as co-founder and business partner, and Alya Haider managing social media while holding the position of Chief Operating Officer (COO). This family-centric structure has been a cornerstone of Huda Beauty’s authentic appeal.
Founding Huda Beauty: From Blog to Beauty Empire
The leap from blogger to brand owner came in 2013 when Kattan, frustrated by the lack of inclusive, high-quality lashes in the market, launched Huda Beauty’s debut product: a line of false eyelashes. Distributed exclusively through Sephora in Dubai, these lashes quickly gained traction, even adorning the eyes of Kim Kardashian. What began as a solution to a personal pain point evolved into a full-fledged cosmetics line, emphasizing diversity in shades and formulas to cater to a wide range of skin tones and preferences.
Huda Beauty’s product portfolio expanded rapidly, incorporating eye shadow palettes, liquid lipsticks, lip liners, highlighter palettes, foundations, concealers, baking powders, and liquid eyeshadows. The brand’s ethos—empowering users to experiment without intimidation—resonated globally. By prioritizing clean ingredients, cruelty-free practices, and innovative packaging, Huda Beauty disrupted the traditionally elitist beauty space.
Headquartered in Dubai, the company leveraged the UAE’s strategic position as a beauty hub to fuel international growth. Today, Huda Beauty products are available in over 100 countries via retailers like Sephora, Ulta, and its own e-commerce site. Annual revenues have soared into the hundreds of millions, with the brand’s valuation reportedly exceeding $1 billion at its peak, though exact figures remain private. Milestones like the 2018 launch of the reality series Huda Boss on Facebook Watch further humanized the brand, showcasing the Kattan family’s behind-the-scenes dynamics.
The TSG Consumer Partners Era: Growth Through Investment
As Huda Beauty scaled, external capital became essential for acceleration. In 2017, private equity firm TSG Consumer Partners acquired a minority stake in the company, injecting funds to support expansion into new markets and product categories. TSG, known for backing consumer brands like Paige Denim and IT Cosmetics, saw in Huda Beauty a rare blend of influencer authenticity and scalable potential.
This partnership marked a significant chapter in Huda Beauty ownership history. While Kattan retained majority control, the investment enabled aggressive marketing, R&D investments, and entry into brick-and-mortar stores across Europe, Asia, and North America. Under this structure, the brand launched bestsellers like the #FauxFilter Foundation and Mercury Retrograde Palette, solidifying its status as a clean beauty leader.
The collaboration was mutually beneficial: TSG provided strategic expertise, while Kattan’s creative vision kept the brand innovative. However, as the beauty landscape evolved with rising indie brands and direct-to-consumer models, Kattan began eyeing full autonomy to steer Huda Beauty toward her long-term vision.
Reclaiming Control: The 2025 Buyback
Fast-forward to June 3, 2025: In a move that sent ripples through the industry, Huda Kattan announced she had bought back TSG’s minority stake, regaining 100% ownership of Huda Beauty. After eight years of shared equity, this reclamation positioned Huda Beauty as a fully independent entity once more, free from external investor pressures.
Kattan described the decision as deeply personal, stating it allowed her to “fully realize the brand’s potential on our own terms.” The buyback, reportedly self-funded through the company’s strong cash flows, underscored Huda Beauty’s financial health. With Kattan as sole owner and Co-CEO alongside Goncalo, and Haider as COO, the leadership team is now streamlined for agility.
This shift aligns with a broader trend among creator-led brands, where founders like Kattan prioritize creative control over perpetual growth-at-all-costs models. For investors pondering Huda Beauty ownership updates, this independence signals stability and innovation ahead.
Huda Beauty’s Impact and Future Horizons
Huda Beauty’s influence extends beyond products; it’s a cultural force promoting inclusivity and philanthropy. Kattan has leveraged her platform for good, donating $500,000 to the NAACP in 2020 and $1 million to humanitarian efforts in Gaza in 2023. Initiatives like the 2021 petition for transparency in image editing and partnerships with organizations such as Médecins Sans Frontières reflect the brand’s values.
Looking ahead, full ownership empowers bolder moves: expanded sustainable packaging, AI-driven personalization tools, and deeper penetration into emerging markets like Latin America. Despite challenges, including a 2025 controversy over a TikTok video that prompted Sephora’s partnership review, Kattan’s resilience shines through. The brand continues to thrive, with new launches like vegan skincare lines on the horizon.
In summary, Huda Kattan’s sole ownership of Huda Beauty as of late 2025 reaffirms her as a beauty icon. From humble blog beginnings to global dominance, her story inspires. For anyone tracking who owns Huda Beauty, it’s clear: the future is in the hands of its creator, poised for even greater heights.
References
- Premium Beauty News. (2025, June 3). Huda Kattan regains full ownership of Huda Beauty. https://www.premiumbeautynews.com/en/huda-kattan-regains-full-ownership%2C25850
- Yahoo Finance. (2025, June 3). HUDA BEAUTY RECLAIMS FULL OWNERSHIP AS AN INDEPENDENT BRAND. https://finance.yahoo.com/news/huda-beauty-reclaims-full-ownership-120700220.html
- The Business of Fashion. (2025, June 3). Huda Kattan Buys Back Huda Beauty. https://www.businessoffashion.com/news/beauty/huda-kattan-buys-back-huda-beauty/
- The Industry Beauty. (2025, June 3). Huda Kattan reclaims full ownership of Huda Beauty. https://theindustry.beauty/huda-kattan-reclaims-full-ownership-of-huda-beauty/
- Entrepreneur. (2025, June 3). Huda Kattan Takes Back Full Ownership of Huda Beauty. https://www.entrepreneur.com/en-ae/leadership/huda-kattan-takes-back-full-ownership-of-huda-beauty/492640
- Wikipedia. (2025). Huda Kattan. https://en.wikipedia.org/wiki/Huda_Kattan
