She’s got backing from a major private equity firm.

Beauty vlogger and entrepreneur Huda Kattan is one of the biggest names in the business. She’s the most followed person on Instagram in the UAE, and her makeup line Huda Beauty is going from strength to strength.

Her latest win? A minority investment from a private equity firm that’s also backed Smashbox and It Cosmetics. For a brand that’s only four years old, it’s a bit of a coup.

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Women’s Wear Daily reports that the deal with TSG Consumer Partners will help Kattan expand her product lines, as well as her retail presence and where her products are available.


Huda Beauty is available both through its own website and in Sephora stores across the UAE, but Kattan is now focused on increasing her brand’s presence in the US.

“There’s so much more we want to do right now,” Kattan she told WWD. “We have so much more to do for Huda Beauty — we’re not in a lot of places, we’ve only hit 40 Sephora doors in the US and our productivity is really high.

“We want to go into more Sephora doors — that’s really important. We’re not going to be in every single store, that’s never our goal, but we want to be in more places and more accessible.”

TSG senior managing director Hadley Mullin told WWD that Kattan’s business savvy sets her apart in comparison to other beauty influencers.

“She’s actually an influencer who has developed wholesale accounts as well, and I think a lot of influencers have in some ways, only done collaborations with existing brands or haven’t established a wholesale presence to compliment [direct-to-consumer],” she said.

If Kattan’s track record so far is anything to go by, we wouldn’t bet against her. Can’t wait to see what she gets up to in 2018.

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Images: Instagram