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Agenda-setting intelligence, analysis and advice for the global fashion community.

Beauty’s Hottest New Trend: The Founder Buyback

Original influencer Huda Kattan has regained majority ownership of her namesake beauty brand and sent a message to the greater industry: When it’s time to course-correct, you need your best driver.
A collage of founder Huda Kattan alongside Huda Beauty products
For founder Huda Kattan, repurchasing her namesake brand will allow her to "hyperfocus" on its cosmetics business. (BoF Team)

On Tuesday, influencer-turned-mogul Huda Kattan announced that she had regained majority ownership of her eponymous makeup brand, Huda Beauty, after buying back the minority stake private equity firm TSG Consumer Partners took in 2017,

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Further Reading

The Battle to Become ‘the Next Huda Beauty’

Middle Eastern brands founded by Arab influencers and makeup artists are making a splash in cities like Dubai, where global beauty players are hunting for the next big thing from the region.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.


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