Huda Beauty returns to the hands of its founder. Huda Kattan, founder of the brand and celebritie has bought back her own brand from the venture capital fund. TSG Consumer Partners bought the company in 2017, and 8 years later, Kattan takes control and direction of the company.
As indicated by Modaes, this movement responds to a strategic repositioning that reinforces the independence of one of the most popular brands in the sector in social networks and direct channels.
“Regaining control of Huda Beauty is deeply important to me”, Kattan said in a statement. This movement comes directly after e.l.f. beauty's purchase of Rhode, the cosmetics brand of influencer and public figure Hailey Bieber.
Since its founding in 2013, Huda Beauty has managed to consolidate its brand identity thanks in part to the content generated on social networks by its strong digital presence. With this, Huda Beauty seeks to have more independence by having more agile management and greater flexibility to innovate and respond to the demands of a market that has become more fragmented and competitive.