Huda Beauty splits from Kayali as sisters reveal new vision: ‘I want to raise the bar as much as possible’

Dubai: Dubai-based beauty moguls and sisters Huda and Mona Kattan announced that Huda Beauty is parting ways with Kayali, as the fragrance brand is set to operate independently. In an emotional Instagram video, the sisters revealed that Kayali will stand on its own as a brand, with Mona taking full ownership alongside private equity firm General Atlantic.

On Monday, February 17, Huda Beauty confirmed that it is selling its ownership stake in Kayali, marking a major transition for the brand. A video, which has already garnered over 100,000 likes, revealed that the decision had been in the works for nearly two years.

Reports of a potential sale first surfaced in September 2024, when Business of Fashion (BoF) noted that Huda Beauty was considering selling all or part of its fast-growing fragrance division.

Reflecting on their journey, Huda and Mona recounted the early days of creating Huda Beauty, which began as an idea in 2010 and officially launched in 2013. They recalled how their sister, Alia Kattan, lent them $6,000 to start what is now a billion-dollar beauty empire, as per Forbes' latest figures. Later, Mona created Kayali as she had a deep passion for fragrances.

“I've always wanted to create a fragrance brand,” Mona shared in the video. “Even before Huda Beauty, I told Huda about my dream to start a perfume brand together. But once Huda Beauty took off, we all had to focus our energy on that. We launched Kayali in 2018 and we did it together in 2019.”

Mona explained that she is now fully dedicated to Kayali and that the separation will allow the brand to grow independently with its own team and strategic partners. “I have shifted everything from Huda Beauty to Kayali so I can put all my effort and focus into it,” she stated.

Addressing concerns on social media about whether the transition will impact Kayali’s fragrance quality, Mona reassured fans that the brand’s standards will not be compromised. “I want to make it super clear - some people were worried about the quality declining. But that will never happen under my watch. If anything, I want to raise the bar even higher. We are always listening to your feedback,” she emphasised.

Towards the end of the video, Huda Kattan expressed her pride in seeing her younger sister grow as a brand founder. “I'm so excited to see Mona bring her vision to life, limitlessly,” Huda said adding that Mona won’t hold herself back.