Huda Beauty to Sell Kayali Stake to General Atlantic

Huda Beauty has announced its intention to sell its stake in fragrance brand Kayali in an effort to separate the brand from its parent company. Kayali ambassador Mona Kattan will partner with General Atlantic to co-own Kayali and support the brand’s ambitious expansion plans.

Following General Atlantic’s investment, Kayali will operate as an independent company, with Mona Kattan remaining as CEO. The new partnership will provide the necessary resources and expertise to accelerate the brand’s growth. Huda Beauty plans to use the proceeds from the sale to fully redeem TSG Consumer’s ownership, which has been held since 2017, returning the brand to its founders.

Melis Kahya Akar, Managing Director and Head of Consumer Practice EMEA at General Atlantic, explained: "Fragrance is one of the fastest growing segments in the beauty industry, and Kayali has redefined the industry through its imagination, authenticity, and emotional connection with consumers around the world. Mona has built a truly special brand – one that resonates across generations and cultures, achieves personalization, and appeals to fragrance enthusiasts and those new to the category. We see tremendous opportunity for Kayali to continue its growth journey as the brand expands its global community."