Huda Beauty Sells Fragrance Brand KAYALI to Mona Kattan and General Atlantic

Dubai-based beauty giant Huda Beauty has announced the sale of its fragrance brand KAYALI to co-founder Mona Kattan and global growth equity firm General Atlantic, marking a strategic shift in the beauty industry.

The deal, pending regulatory approval, will establish KAYALI as an independent entity, with Mona Kattan retaining her role as CEO. Financial terms were not disclosed.

Strategic Growth for Both Brands

The move allows Huda Beauty to focus on its core cosmetics business while regaining full founder ownership. Proceeds from the sale will buy out TSG Consumer Partners, which held a stake in Huda Beauty since 2017.

“This decision reflects our commitment to growth on our own terms,” said Huda Kattan, CEO of Huda Beauty.

Since its 2018 launch, KAYALI has gained traction in the global fragrance market, known for its Middle Eastern-inspired scents. Mona Kattan expressed excitement about the brand’s next phase, emphasizing its mission to inspire confidence, creativity, and self-expression.

General Atlantic’s Investment & Industry Impact

General Atlantic’s investment underscores its confidence in KAYALI’s potential within the growing fragrance market, which is projected to reach $68.5 billion by 2026.

“Fragrance is one of the fastest-growing segments, and KAYALI has redefined the sector,” said Melis Kahya Akar, Managing Director at General Atlantic.

The sale reflects a larger shift in the beauty industry, with indie brands gaining market share and Dubai solidifying its status as a beauty innovation hub.

Financial advisors for the deal included Goldman Sachs International for Huda Beauty, while Raymond James advised General Atlantic. Legal counsel was provided by Gibson Dunn, Skadden Arps, and Latham & Watkins.The transaction is subject to customary regulatory approvals.