Dubai-based cosmetics brand Huda Beauty has regained full ownership after ending its eight-year partnership with American private equity firm TSG Consumer, which took a minority interest in the brand in 2017.

The deal has established a completely independent company under its founder, Huda Kattan, who is now assuming the role of CEO and pledges to introduce new products to the beauty industry.

Inspired by the concept of self-expression – ‘Beauty is self-made’ – Huda Beauty will be steered by its owner to rebrand through product development and operate autonomously.

“As we step into this new chapter, I’m more committed than ever to pushing boundaries, staying true to our roots, and showing up for our incredible community every step of the way,” said Kuttan.

In 2022, Huda Beauty settled a $2 million lawsuit concerning its pigment palette, which was allegedly marketed unlawfully in the US for failing to disclose the product’s material information.