Just a year after she sets up her role as Chief Executive Officer, Huda Kattan also accepts Huda Beauty founder for her title.
The super influencer was one of the first waves of beauty creators who classified their digital audience into a beauty brand – and later waves when TSG Consumer was involved in the brand in 2017. The retail turnover this year should be around 200 million US dollars, as reported.
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Now Kattan has bought back this share from the private equity company. As reported, the brand had achieved the sales year of $ 300 million of $ 300 million in August 2024, the industry sources said at that time.
Kattan announced no conditions of the deal, but said that she had paid “a pretty penny” to take on ownership. Since the recovery of the CEO title, she has also worked hard on the next chapter of the brand, which contained a Rebrand and a number of products that previously met.
“We went through such a transformation,” said Kattan about the brand’s trajectory. “We concentrated fully and all the time. The products have changed, branding has changed and we have changed the way we speak to our community. Internally, the way we do things has also changed internally.”
Kattan’s sister Mona Kattan recently bought her fragrance brand Kayali in collaboration with General Atlantic. With only her namesake brand under Huda Kattan’s validity period, she is ready to move again with full independence.
The TSG consumer did not answer the request for comments until the time of the press.
“We are always told that as a founder we have to do things in a certain way. They have to go institutionally on a certain way,” said Kattan. “It’s all about money, but if you are a founder, start with a vision.”
In addition, we were told that we couldn’t make a brand from Dubai. We said you have to sell your brand and you cannot buy your equity back from TSG. And we only proven them to be wrong. “
The next chapter of Huda Beauty is her brand, her way, she said. “People are so often after the dollar, and it makes beauty so boring. For me, some of us are part of us that we buy Huda Beauty back that we don’t have to worry about it. Money is important to me because it is important to me to create a healthy business, but that is the most important thing.”
The first two? “Cooles S -T for my community is number one,” she said. Second, “Creation of an environment for our employees”.
Kattan sees white space everywhere and believes that there is a lack of innovation in beauty. “We need the beauty industry to be fun again. It has to feel like this safe space that inspires it,” she said, noticing that she felt that her community feels the same way. “People are not enthusiastic about make -up as they used to be.”
In the years after his TSG investment, Huda Beauty took a multi -brown application when she brought into the fragrance with Kayali and skin care with a wish and glow. Don’t expect a new brand from the founder soon.
“I am hyper -oriented on Huda Beauty and I love this room,” she said. “I’m really driven by trying to see what we can do and how we can make this room interesting again.”
The appetite is available in relation to the interest of the consumer: According to Cosmetify data that analyzed social media supporters, commitment and Google search volumes, Huda Beauty Fenty Beauty, NYX Professional Make -up and Dior Beauty as the hottest beauty mark in the first quarter of 2025.
Part of Kattan’s strategy is to take care of their core customers and at the same time expand the offer for different sensitivity. “We are for glamorous lovers, but we want to expand our market a little. There is the opportunity to bring people into the brand,” said Kattan. “We believe that Huda Beauty is a movement, it is more than just the way they look. It has changed my entire identity and also my self-worth. It is more than just make-up.”
The emotional response in the category also determined how Kattan communicates with her audience, which is approaching 5 million followers on her personal Instagram alone. On Huda Beauty Instagram, this number is north of 56 million.
“We want to expand our community because I have the feeling that we can be a little intimidating for people,” she said. “You will see that with our next starts. We were always so great, Ultra Glam, and we are still, but I think we can make it less intimidating.”
Kattan, who believes, “you should look like you are getting married every day”, it is also of the opinion that the development of the brand has done well with its own. “When we went through Covid, there was only this feeling that people no longer wanted beauty. I felt exhausted to beautify myself for others,” she said. “We came to a point at which we were at home and we wanted to look good for ourselves. There is an internal change from” for who do we do that? “It all has to do with our identities.”
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