Huda Kattan Just Bought Back Her Brand—What That Means for Huda Beauty
How Huda turned a $6,000 investment into a multi-million-dollar family empire
Sometimes at the end of a story, I tell you, “I’ll keep my eye on it and let you know what happens.” This is one of those stories, and this time, it actually feels like a real conclusion.
Back in late February, I shared that Huda Kattan was making some big moves. Now, the biggest move of all has happened.
But first, let’s rewind a bit.
Previously on “What’s Up in Makeup”…
Earlier this year, a lot of people were confused when news broke that Huda sold her shares in her sister Mona Kattan’s fragrance brand, Kayali. The obvious questions popped up:
Was there family drama?
Was it a smart business decision?
Why sell now, when Kayali is thriving?
Turns out, it wasn’t drama, it was strategy.
In February, it was confirmed that Huda sold her stake in Kayali to General Atlantic, the same investment firm that backed Morphe’s parent company Forma right before that Jaclyn Hill lipstick launch.
Mona kept her shares and stayed on as CEO of Kayali, but the rumor mill was already churning: Huda was going to use the money to take full control of Huda Beauty.
And now—it’s official.
On June 3, 2025, Huda dropped a video titled:
“I CAN'T BELIEVE WE JUST BOUGHT HUDA BEAUTY BACK!”
▶️ Watch it here
In it, she calls the buyback an emancipation and dives into the journey of her brand, starting with a $6,000 investment from her sister to launch false lashes, then eyeshadow palettes, and eventually a full-blown global brand.
A Company Reclaimed
According to the video, Huda was overwhelmed in the early days of investor conversations. She admits she didn’t really understand the process and, at one point, even considered stepping away from the business completely.
But after a heart-to-heart with her daughter and reflecting on the toxicity of the beauty space at the time, she decided to double down.
Now, with 100% ownership back in the family, the leadership reportedly looks like this:
Huda Kattan – CEO
Christopher Goncalo (Huda’s husband) – Co-CEO
Alya Kattan – Head of Social Strategy
As of 2024, Huda Beauty was generating an estimated $450 million in annual sales.
Why It Matters
In a great analysis by Business of Fashion, they pointed out that many of the brands and influencers who were Huda’s peers during her 2013 rise have faded from relevance.
Brands like Too Faced and even Anastasia Beverly Hills, once at the height of beauty guru marketing fame, aren’t the powerhouses they used to be.
But Huda? Still relevant. Still a major player. That longevity is rare in this space, and it speaks volumes about the power of strategic evolution and pivoting when you need to pivot.
What’s Next?
Now that Huda Beauty is entirely family-owned, I’m super curious to see:
Will the product development cycle shift?
Will social media strategy change?
Will Huda’s personal brand step even more into the spotlight?
So I guess this story isn’t really over because I’ll definitely be keeping an eye on it. It’s not over until Huda says it’s over.
Sources
PR Newswire HUDA BEAUTY RECLAIMS FULL OWNERSHIP AS AN INDEPENDENT BEAUTY BRAND
Cosmetic Business Huda Kattan regains full control of Huda Beauty
Business of Fashion Beauty’s Hottest New Trend: The Founder Buyback
This story was originally featured in my What’s Up in Makeup episode from June 8, 2025 check it out here for all the industry news and hot takes.