Huda Beauty unveils sub-brand plans

Huda Beauty has unveiled plans to expand its beauty empire with a series of sub-brands.

Founded by Huda Kattan, along with her two sisters, in 2013, the brand has helped Kattan develop an estimated net worth of US$550m.

A new 4-sku fragrance brand will kickstart Huda Beauty’s expansion outside of colour cosmetics in November.

In December the company landed an investment deal with TSG Consumer Partners, whose portfolio includes IT Cosmetics, Smashbox Cosmetics and e.l.f.

To support the expansion Huda Beauty has named two new US and European Presidents.

North American President Nathalie Kristo joins the brand from L’Oréal, where she oversaw all strategy efforts for NYX Professional Makeup.

Meanwhile, former International VP of Kendo Helena Simpson has been named as Huda Beauty’s new European President.

Commenting on the appointments, Kattan said: 

“TSG understands exactly who we are as a brand and values our authenticity and close relationship with our customer. Huda Beauty has evolved from our beginnings as a nimble startup, and now enjoys sustained, exponential growth and we trust TSG to help us build on this momentum by expanding product assortments and distribution in the most thoughtful way. Our mission remains the same, and that is to make beauty something that everyone feels they are a part of—I want to tickle everyone’s beauty bone!”