Mona Kattan is departing from Huda Beauty to lead KAYALI as an independent fragrance brand, the company announced on Monday.
The fragrance brand KAYALI, founded jointly by sisters Huda and Mona Kattan in 2018, will now operate as a standalone company following Huda Beauty’s decision to sell its ownership stake.
Mona, widely known as the “Perfume Princess” and the creative force behind KAYALI’s rapid growth, will partner with global growth equity firm General Atlantic to jointly own the brand. She will continue her role as KAYALI CEO.
With over 4,500 perfumes in her personal collection and millions of followers across social media platforms, Mona has established herself as one of the most influential women in the fragrance industry and the Arab world. She was awarded the title of the “Most Influential Social Media Personality” by The Fragrance Foundation in 2018.
“This is such a pivotal moment for KAYALI, and we are very excited for the next chapter of Mona and KAYALI’s journey,” said Huda Kattan, founder and CEO of Huda Beauty. “It’s been such an amazing experience working so closely with Mona over the years – I have loved every minute of it, and I’m also so excited to see what the future holds as KAYALI continues to grow. I’m so unbelievably proud of Mona’s success and I’ll always be cheering her on!”
“This is an incredibly exciting moment for KAYALI,” Mona Kattan added. “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.”
This transition coincides with a significant move by Huda Beauty, which announced it will fully redeem the ownership interest that TSG Consumer has held in it since 2017. With this decision, Huda Beauty becomes one of the few established beauty brands to return to full founder ownership.
Melis Kahya Akar, Managing Director and Head of Consumer for EMEA at General Atlantic, said: “Fragrance is one of the fastest growing segments in the beauty industry, and KAYALI has redefined the 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 personalisation 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. We couldn’t be more excited to partner with Mona and her team on this next chapter as they bring these ambitions to life,” she added.
The transaction is subject to regulatory approval. Goldman Sachs International served as Huda Beauty’s financial advisor, while Raymond James advised General Atlantic.
KAYALI, which translates to “my imagination” in Arabic, was inspired by Mona’s Middle Eastern heritage and the art of layering scents. Since its launch in 2018, the brand has collaborated with renowned perfumers to create unique, long-lasting, and cruelty-free fragrances.
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