Who Owns Huda Beauty? – A Comprehensive Overview

HUD Rattan – Founder and Owner of HUD Beauty

HUD Rattan is the founder, sole owner, and co-CEO of the globally recognized cosmetics empire HUD Beauty. This Iraqi American makeup artist and beauty blogger turned entrepreneur has transformed her passion for beauty into one of the most influential cosmetics brands in the industry.

Recently, Rattan recently reclaimed complete ownership of her eponymous brand by purchasing back the minority stake that private equity firm TSG Consumer Partners had acquired in 2017. This move solidified her position as the sole proprietor of the HUD Beauty brand, ensuring she maintains her original vision and creative autonomy.

The leadership structure of HUD Beauty follows a family-oriented business philosophy. While HUD maintains sole ownership, her husband Christopher Gonzalo serves alongside her as co-CEO, contributing his business expertise to their partnership. Meanwhile, her sister Alma Rattan leads the brand’s social strategy—a critical component of HUD Beauty’s extraordinary market presence and consumer engagement.

In February 2025, HUD made another strategic decision by transferring her ownership in the fragrance brand Kali to her sister Mona Rattan. This allows each sister to concentrate on distinct beauty segments while preserving the family’s collective influence across the beauty industry.

The Evolution of HUD Beauty

HUD Beauty’s journey represents one of the most remarkable success stories in the modern cosmetics landscape. What began as a humble beauty blog has grown into a global beauty powerhouse that has changed how consumers interact with makeup brands.

The brand’s evolution began with Rattan’s formative years as a makeup artist and beauty blogger, where she cultivated a devoted following through her refreshingly authentic approach to beauty education and product reviews. This foundation of trust with her audience became the foundation upon which she would build her business.

What distinguishes HUD Beauty in the saturated cosmetics market is its innovative approach to beauty. The brand has combined artistic expression with product innovation, crafting formulations that celebrate diverse skin tones and beauty preferences. This dedication to inclusivity emerged long before it became an industry imperative.

This authenticity cultivated a culture of individuality, positioning makeup as a powerful medium for creative self-expression rather than mere concealment.

Through careful product launches, strategic expansion, and a strong commitment to quality, HUD Beauty has transformed from a niche brand into a global beauty authority. The brand continues to set trends rather than follow them.

HUD Beauty’s Product Lines

HUD Beauty’s product portfolio began in 2013 with false eyelashes—famously worn by Kim Kardashian—and has since expanded into a comprehensive collection. The brand’s offerings are organized into several key categories:

• Makeup: A wide range of cosmetics including trend-setting eye shadow palettes, liquid eyeshadows, long-wearing liquid lipsticks and lip liners, and a full line of face products like foundations, concealers, and highlighters for diverse skin tones.

• Skincare: Two distinct lines, includingWishful for targeted skincare solutions andLowish, a hybrid line that bridges skincare and makeup.

• Fragrance: The brand also launchedKali, a sophisticated fragrance line now fully owned by HUD’s sister, Mona Rattan.

This strategic product expansion shows Rattan’s understanding of her consumers’ evolving needs and her dedication to delivering comprehensive beauty solutions under the trusted HUD Beauty umbrella.

HUD Beauty’s Market Impact and Financial Performance

HUD Beauty has become a major player in the global beauty market, demonstrating exceptional financial performance that reflects both its powerful consumer appeal and smart business decisions. As of September 2024, the company reported an impressive annual revenue of $75 million—a testament to its significant commercial success in an intensely competitive industry.

This success is even more impressive when considering the brand’s relatively recent market entry compared to established cosmetics giants. HUD Beauty’s rapid growth from a blog-inspired startup to a multi-million dollar enterprise shows the effectiveness of its digital-first approach to beauty marketing and product development.

The brand’s market impact goes beyond sales numbers. HUD Beauty has changed consumer expectations regarding product quality, inclusivity, and brand transparency. By championing formulations that perform beautifully across diverse skin tones and types, the company helped drive the industry-wide movement toward greater inclusivity in beauty products.

Additionally, HUD Beauty’s innovative approach to product launches and marketing has significantly influenced how competitors strategize their own campaigns. The brand’s effective use of social media for product teasers, tutorials, and genuine engagement has become a model that countless beauty companies now strive to replicate.

The company’s financial success has enabled expansion into new product categories and international markets, further cementing its global footprint. With HUD Rattan reclaiming full ownership of the brand, industry analysts anticipate sustained growth as the company maintains its ability to respond quickly to emerging beauty trends and evolving consumer preferences.

HUD Rattan’s Influence and Philanthropy

HUD Rattan’s influence extends well beyond the cosmetics industry, positioning her as both a cultural icon and visionary business leader whose impact reaches across multiple spheres. In 2017, her growing influence received formal recognition when Time magazine named her one of “The 25 Most Influential People on the Internet,” acknowledging her remarkable ability to shape online conversations and consumer behavior.

Building on her status as a business powerhouse, Forbes has honored Rattan across multiple prestigious lists: The Richest Self-Made Women and Top Three Beauty Influencers. These honors highlight both her financial success and her transformative role in the digital beauty revolution.

Beyond her business triumphs, Rattan uses her platform for meaningful philanthropy. While maintaining discretion about her charitable endeavors, she passionately advocates for causes including women’s empowerment, education, and support for entrepreneurs from underrepresented backgrounds. Her remarkable journey inspires for aspiring entrepreneurs, particularly women and those from Middle Eastern backgrounds.

As both a visionary business leader and influential cultural figure, HUD Rattan continues to influence important discussions about beauty, entrepreneurship, and female leadership. She uses her platform to champion positive change while building one of the most recognizable beauty brands of the digital era.