Huda Beauty has officially announced its decision to sell its ownership stake in KAYALI, the fragrance brand co-founded by Huda and Mona Kattan in 2018. This decision comes after years of establishing KAYALI as a globally recognized name in the fragrance industry. As a result of this transition, KAYALI will now operate as an independent company with the backing of General Atlantic, a leading global growth equity firm.
With this new partnership, Mona Kattan will continue to lead the brand as CEO, ensuring that KAYALI maintains its core vision while expanding its international presence. Additionally, General Atlantic’s investment will provide the necessary resources to accelerate growth, allowing the brand to strengthen its position in the highly competitive fragrance market.
A New Era for KAYALI
Since its launch, KAYALI has disrupted the fragrance industry with its modern approach and Middle Eastern heritage. From the beginning, Mona Kattan played a crucial role in shaping the brand’s identity, blending innovation with authenticity. Now, with General Atlantic’s support, KAYALI is set to reach new milestones while staying true to its creative essence.
At the same time, Huda Beauty is undergoing a major transformation. As part of this transition, the company will fully redeem the ownership interest that TSG Consumer has held since 2017. Consequently, this move allows Huda Beauty to return to full founder ownership, making it one of the few major beauty brands to reclaim total independence.
Leadership Perspectives
Huda Kattan expressed her excitement about this development, stating, “This is such a pivotal moment for KAYALI. I’m incredibly proud of Mona’s success and will always be cheering her on. Watching KAYALI grow has been an amazing experience, and I can’t wait to see what the future holds.”
Meanwhile, Mona Kattan shared her vision for the brand’s next phase, emphasizing, “From day one, my mission has been to create a fragrance brand that inspires confidence, creativity, and self-expression. With this new partnership, we will expand globally and continue pushing boundaries in the fragrance industry.”
Likewise, Melis Kahya Akar, Managing Director at General Atlantic, highlighted KAYALI’s growth potential, explaining, “Mona has built a brand that resonates across generations and cultures. We see immense opportunity for KAYALI to expand its global community and redefine scent storytelling.”
Looking Ahead
As KAYALI embarks on this new chapter, the brand is poised for rapid expansion, increased innovation, and a stronger presence in the global fragrance market. Furthermore, this transaction is still subject to regulatory approval, with key financial and legal advisories from Goldman Sachs International, Gibson Dunn, Raymond James, and Latham & Watkins.
