Huda Beauty has reclaimed full ownership as an independent brand following the conclusion of its eight-year partnership with TSG Consumer Partners.

In 2017, TSG Consumer acquired a minority stake in the company. Now, in 2025, Huda Kattan, founder and co-CEO of Huda Beauty, has officially bought back her equity, regaining full control of the brand.

“Taking back full ownership of Huda Beauty is a deeply very important moment for me,” said Huda Kattan. “It says that while many of us dreamers have visions that we are told are too big or not possible to do alone, in actuality, you have all the power you need to change the world yourself! This brand was built on passion, creativity, and a desire to challenge the beauty industry. As we step into this new chapter, I’m more committed than ever to pushing boundaries, staying true to our roots, and showing up for our incredible community every step of the way.”

The latest launch at the brand is Jelly lip makeup products, as seen here.