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Huda Beauty

Huda Kattan, founder and co-chief executive officer of Huda Beauty

Founder Control Is Huda Kattan’s Competitive Edge—and Her Governance Test

After buying back Huda Beauty and separating Kayali, Huda Kattan is using fragrance to widen the core brand. The next chapter will test whether community instinct can be matched by institutional discipline.

Huda Kattan, Founder and Co-Chief Executive Officer at Huda Beauty

Huda Kattan Bought Back Huda Beauty. Founder Control Must Now Fund Its Own Growth

Huda Kattan has placed social-led product discovery, colour cosmetics, direct consumer relationships and selective distribution through retailers such as Sephora at the centre of the strategy. The next phase will test capital discipline, execution and durability across Asia.