On February 17, 2025, Huda Beauty announced its plans to sell its ownership in KAYALI, a fragrance business founded by Huda and Mona Kattan in 2018. KAYALI will become an independent company as a result of this sale.
Mona Kattan, founder of KAYALI and sister of Huda Kattan, will partner with growth equity firm General Atlantic to jointly own the business post-sale and support the brand’s goals. General Atlantic will provide KAYALI with the necessary resources and expertise to grow the brand’s image while maintaining authenticity. Further, Mona Kattan will continue her role as chief executive officer.
“This is an incredibly exciting moment for KAYALI,” Mona said. “From day one, my mission has been to create a fragrance brand that inspires confidence, creativity and self-expression. As we transition into an independent company, our partnership with General Atlantic will unlock new opportunities, expand our global presence and continue disrupting the fragrance industry with bold innovation.”
Melis Kahya Akar, managing director and head of consumer for EMEA at General Atlantic, added, “Fragrance is one of the fastest growing segments in the beauty industry, and KAYALI has redefined this sector through its imagination, authenticity, and emotional connection to consumers around the world. Mona has built something truly special — a brand that resonates across generations and cultures, enabling personalization and attracting both fragrance enthusiasts and newcomers to the category alike. We see immense opportunity for KAYALI to continue its growth journey as the brand expands its global community, unveils new products, and continues to push the boundaries of scent storytelling.”
