Huda Beauty announced the sale of its fragrance brand Kayali to co-founder Mona Kattan and private equity firm General Atlantic. The move separates Kayali from its parent company and allows Huda Beauty to repurchase the minority stake held by TSG Consumer Partners since 2017, returning full ownership to the founders.
Kayali, founded by Huda and Mona Kattan in 2018, will operate as an independent entity under Mona Kattan’s leadership as CEO. The partnership with General Atlantic aims to accelerate Kayali’s growth and expand its international presence.
Mona Kattan will continue to lead Kayali’s operations and strategy, focusing on expanding its market reach and product line. General Atlantic’s investment will provide capital and strategic support for Kayalis next growth phase.
With Kayali’s divestment, Huda Beauty regains full ownership by buying out TSG Consumer Partners’ stake. This allows Huda Kattan, the founder and CEO, to independently lead Huda Beauty’s growth and strategy.
Huda Beauty, launched in 2013, remains a leading player in the global beauty market, leveraging its digital presence and social media following. The company will continue its focus on cosmetics while separating its fragrance business.
This separation allows each brand to focus on its core business. Huda Beauty consolidates its position in cosmetics, while Kayali pursues independent growth in the fragrance sector. The transaction also reflects a strategic decision to streamline brand portfolios and leverage specialised growth strategies.
The transaction highlights a trend in the beauty industry where brands separate product lines to focus on category-specific growth. The fragrance industry continues to grow, driven by consumer interest in personalised and innovative scents.
Kayali aims to expand its product range and international footprint. Huda Beauty will continue to grow as an independent brand, maintaining its market position without external investors.
