Huda Beauty unveils sub-brand plans


The news comes after the billion dollar beauty company, founded by mega-influencer Huda Kattan, secured an investment deal with TSG

Huda Kattan

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: “These roles are crucial to the growth and development of the brand so we spent a lot of time searching to ensure we found the perfect candidates to take responsibility.

“Both Nathalie and Helena bring incredible brand strategy expertise and knowledge of the industry which will be invaluable for the future of Huda Beauty.

“We have done so much as a very nimble team so we know that with their leadership, we’ll do some incredible things, and no doubt continue to disrupt the beauty industry.”

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After leaving a career in finance, Kattan studied make-up artistry and launched the Huda Beauty blog in 2010. The businesswoman now has more than 27 million Instagram followers and this year landed on Forbes' recent list of America's Richest Self-Made Women.

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