Dubai-based Huda Beauty sells ownership in its fragrance brand Kayali

Dubai: The Dubai-based Huda Beauty is selling its ownership stake in the fragrance brand Kayali, founded by the entrepreneur and influencer duo Huda and Mona Kattan in 2018.

Mona Kattan will now own Kayali along with General Atlantic, the private equity firm, to develop the brand’s future prospects.

“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,” said a statement.

“It’s been such an amazing experience working so closely with Mona over the years,” said Huda. “I have loved every minute of it, and I’m also so excited to see what the future holds as Kayali continues to grow.”

In another deal, Huda Beauty will redeem in full the ownership interest that TSG Consumer has held in it since 2017.

Huda Beauty thus becomes ‘one of the few established beauty brands to return to full founder ownership’. “This decision reflects the brand’s commitment to growth on its own terms, while continuing to learn, evolve, and inspire within the beauty industry,” said a statement.

Since its founding in 2013, Huda Beauty’s product-line acquired a cult following within the GCC and Middle East markets, in large part powered by the founder herself. Huda’s Insta account has over 54 million followers and on YouTube, her channel has more than 4.1 million subscribers. With TikTok, her reach extends to 10.5 million. (She started the business through a $6,000 loan from sister Alya. Huda launched a range of viral false eyelashes exclusively at Sephora in The Dubai Mall while also launching her namesake brand, Huda Beauty.)

As for General Atlantic’s stake buy in Kayali, Melis Akar, the company’s Managing Director at Head of Consumer for EMEA, said: “Mona has built something truly special – a brand that resonates across generations and cultures, enabling personalization and attracting both fragrance enthusiasts and newcomers to the category alike. We see immense opportunity for KAYALI to continue its growth journey as the brand expands its global community, unveils new products, and continues to push the boundaries of scent storytelling.”