Huda Beauty and KAYALI Go Independent as Mona Kattan Acquires Fragrance Brand

Huda Beauty has announced a strategic restructuring that will see KAYALI become an independent brand, with co-founder Mona Kattan acquiring full ownership in partnership with global growth equity firm General Atlantic. This move marks a new era for both brands as they embark on separate growth trajectories while continuing their legacies in beauty and fragrance innovation.

Launched in 2018 under the Huda Beauty umbrella, KAYALI has become a disruptive force in the fragrance industry, known for its bold scent layering philosophy and viral gourmand fragrances. With this transition, KAYALI will operate as a standalone company, with Mona Kattan at the helm as CEO, leading the brand into its next phase of global expansion.

“This is an incredibly exciting moment for KAYALI,” said Mona Kattan. “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.”

General Atlantic’s involvement will provide KAYALI with the resources and expertise needed to scale while preserving its brand authenticity and creative direction. Melis Kahya Akar, Managing Director and Head of Consumer for EMEA at General Atlantic, highlighted the brand’s potential:

“Fragrance is one of the fastest-growing segments in the beauty industry, and KAYALI has redefined the sector through its imagination, authenticity, and emotional connection to consumers around the world. Mona has built something truly special – a brand that resonates across generations and cultures. We couldn’t be more excited to partner with Mona and her team on this next chapter.”

As part of this restructuring, Huda Beauty has repurchased the stake previously held by TSG Consumer Partners, restoring full ownership to Huda Kattan. This move solidifies Huda Beauty’s position as one of the few major beauty brands to regain full control after private equity investment.

Huda Kattan, reflecting on the transition, shared her excitement for the future: “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!”