Huda Beauty announced on Monday the sale of its ownership in Kayali, the fragrance brand founded by sisters Huda and Mona Kattan in 2018. 

The move paves the way for Kayali to operate as an independent company, with Mona Kattan partnering with General Atlantic, a leading global growth equity firm, to drive the brand’s next chapter.

Kayali has emerged as a disruptive brand in the fragrance market, gaining global recognition for its innovative scent layering concept, social media presence, and highly sought-after gourmand fragrances. Under Mona Kattan’s creative leadership, the brand has positioned itself as a leading Middle Eastern fragrance house.

“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. I’m so unbelievably proud of Mona’s success and I’ll always be cheering her on!”

Mona Kattan, who will remain CEO of Kayalo, added, “From day one, my mission has been to create a fragrance brand that inspires confidence, creativity, and self-expression. As we transition into an independent company, our partnership with General Atlantic will unlock new opportunities, expand our global presence, and continue disrupting the fragrance industry with bold innovation.”

In a parallel move, Huda Beauty has also announced the full redemption of the ownership interest previously held by TSG Consumer since 2017. This strategic decision returns Huda Beauty to full founder ownership. Huda Kattan will continue leading the brand independently.