We Love A Full-Circle Moment: Huda Beauty is Back in Huda’s Hands

If you know us, you know we’ve been watching Huda Kattan change the face of beauty since the early blog days—and yes, we were there every single viral drop.

Today, she’s doing it again.

In what might be the biggest power move of 2025, Huda Kattan has officially bought back full ownership of Huda Beauty, parting ways with TSG Consumer after eight years. Meaning? The brand is now 100% independent. 100% Huda.

This isn’t just a business decision, it’s a loud-and-clear declaration of self-made resilience. At a time when the beauty industry is pivoting fast and often, Huda is carving her own lane, fueled by creativity, authenticity, and the kind of community-first mindset we live for.

Why does this matter? Because Huda Beauty has never been just about makeup, it’s been a mirror, reflecting how MENA women (and beyond) see themselves and the beauty narratives they own. From erasing filters to creating spaces for real conversations, Huda has pushed boundaries where it counts.

Now with her at the helm—solo—expect more of the unfiltered truth, more boundary-breaking products, and yes, more of the Huda spirit that put Dubai on the beauty world’s map.

We’ll be watching. We always have.

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