Huda Beauty to sell ownership in fragrance business KAYALI

Huda Beauty will sell its ownership in KAYALI, the fragrance business founded by Huda and Mona Kattan in 2018. 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.

KAYALI’s face and the driving force behind its dramatic growth, Mona Kattan, will partner with General Atlantic, a leading global growth equity firm, to jointly own KAYALI post-sale and to support the brand’s ambitious plans of bringing the love for scent layering to the world. With General Atlantic’s investment, KAYALI will now operate as an independent company, marking a significant step forward in its journey.

Huda and Mona Kattan (Source: Businesswire)

Founded by Huda and Mona Kattan in 2018 under the umbrella of parent company Huda Beauty, KAYALI has rapidly become a disruptive force in the fragrance industry. Under the creative vision of Mona Kattan, the brand quickly evolved into a powerhouse, gaining global recognition for its unique approach to modern perfumery.

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 will continue her role as KAYALI’s CEO, leading the brand into its next phase of growth and transformation.

Additionally, Huda Beauty will fully redeem the ownership interest that TSG Consumer has held in it 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 own 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.