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 known Middle Eastern brand recognized for its marketing, social media strategies and gourmand fragrances.

“This is such a pivotal moment for Kayali, and we are very excited for the next chapter of Mona and Kayali’s journey,” said Huda Kattan, founder and CEO of Huda Beauty. “It’s been such an amazing experience working so closely with Mona over the years. I have loved every minute of it, and I’m also so excited to see what the future holds as Kayali continues to grow.”

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.

Kayali was founded by Huda and Mona Kattan in 2018 under the umbrella of parent company Huda Beauty. Under the creative vision of Mona Kattan, the brand gained global recognition for its unique approach to modern perfumery, officials said.

Kayali’s partnership with General Atlantic will provide the resources and expertise to accelerate the brand’s evolution while maintaining its authenticity, creativity and deep connection with its community, officials said.

Mona Kattan will continue her role as Kayali’s CEO, leading the brand into its next phase of growth. Additionally, Huda Beauty will fully redeem the ownership interest that TSG Consumer has held in it since 2017.