Huda Beauty sells fragrance brand Kayali at ‘pivotal’ moment
Feb 21, 2025
Huda Beauty, the cosmetics line by Huda Kattan, has sold its ownership in fragrance brand Kayali.
Kayali, which was founded by Huda and her sister Mona Kattan in 2018, will now operate as an independent company, with Mona continuing on as CEO.
The separation of the businesses comes after years of developing Dubai-based Kaylai as a “globally renowned Middle Eastern brand” recognised for its gourmand fragrances and scent layering.
“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.
“It has been such an amazing experience working so closely with Mona over the years – I have loved every minute of it.
“And I am also so excited to see what the future holds as Kayali continues to grow.”
The transaction is subject to regulatory approval.
Huda also announced that Huda Beauty will fully redeem the ownership interest that minority shareholder TSG Consumer has held in the cosmetics company since 2017.
This decision returns Huda Beauty to full founder ownership, with Huda continuing to lead the brand independently.
What does Kayali’s future look like?
Mona has partnered with growth equity firm General Atlantic to jointly own Kayali post-sale.
The new partnership will provide the “necessary resources and expertise” to accelerate the Dubai-based brand’s evolution and drive forward its “next chapter”.
“This is an incredibly exciting moment for Kayali,” said Mona.
“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.”
Melis Kahya Akar, Managing Director and Head of Consumer for EMEA at General Atlantic, said the company wants to expand Kayali’s global community and launch new products.
“Fragrance is one of the fastest growing segments in the beauty industry, and Kayali has redefined the sector through its imagination, authenticity and emotional connection to consumers around the world,” said Kahya Akar.
“Mona has built something truly special.
“A brand that resonates across generations and cultures, enabling personalisation and attracting both fragrance enthusiasts and newcomers to the category alike.”
Source: cosmeticsbusiness
