Huda Beauty announced that it will sell its ownership in Kayali, the fragrance business founded by Huda and Mona Kattan, in 2018. 
 
With an investment from General Atlantic, a leading global growth equity firm, Kayali will operate as an independent company, marking a significant step forward.
 
The separation comes after years of developing the brand in Dubai, establishing it as a globally renowned Middle Eastern brand recognized for its marketing, social media strategies, and delicious gourmand fragrances.
 
Mona Kattan will partner with General Atlantic to jointly own Kayali post-sale and to support the brand. Mona Kattan will continue her role as CEO, leading the brand into its next phase of growth and transformation.
 
Kayali’s partnership with General Atlantic will provide the necessary resources and expertise to accelerate the brand’s evolution while maintaining its authenticity, creativity, and deep connection with its community. 
 
Mona Kattan said, 
 
“This is an incredibly exciting moment for Kayali. From day one, my mission has been to create a fragrance brand that inspires confidence, creativity, and self-expression. As we transition into an independent company, our partnership with General Atlantic will unlock new opportunities, expand our global presence, and continue disrupting the fragrance industry with bold innovation.”
 
Huda Kattan, founder and CEO of Huda Beauty, commented, 
 
“This is such a pivotal moment for Kayali, and we are very excited for the next chapter of Mona and Kayali’s journey. It’s been such an amazing experience working so closely with Mona over the years – I have loved every minute of it, and I’m also so excited to see what the future holds as Kayali continues to grow. I’m so unbelievably proud of Mona’s success and I’ll always be cheering her on!”
 
Additionally, Huda Beauty will fully redeem the ownership interest that TSG Consumer has held since 2017. With this move, Huda Beauty is making history as one of the few established beauty brands to return to full founder ownership. 
 
This decision reflects the brand’s commitment to growth on its terms while continuing to learn, evolve, and inspire within the beauty industry. 
 
Huda Kattan will continue to lead Huda Beauty, independently driving the brand to new heights as a global beauty powerhouse.

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