Fragrance house

Huda Beauty

Huda Beauty began in 2013, when Huda Kattan and her two sisters developed a beauty business after struggling to find suitable false eyelashes. Its first lash line launched at Sephora in February that year. Founded by a trained Hollywood makeup artist, the brand frames makeup as art, identity, and unapologetic self-expression, while its public identity emphasizes inclusivity, self-love, and greater representation for Arab-American women. In 2016, it moved beyond lashes with Lip Contours. The brand entered fragrance in 2018 through Kayali, a sub-brand created with Mona Kattan; its first collection comprised four fragrances designed to be layered together, making layering a central part of the concept. Huda Beauty took on outside minority investment from TSG Consumer Partners in 2017, before Huda Kattan bought back the firm’s equity on June 3, 2025, restoring full founder control. In February 2025, Huda Beauty had sold its stake in Kayali, which became an independent brand owned by Mona Kattan alongside General Atlantic.