With the news that Coty sold their minority stake in Kim Kardashian’s SKKN BY KIM to SKIMS, let’s look at the beauty brand owners who bought their business back from investors and why.
Cassandra Grey, founder of VIOLET GREY teamed up with private equity investor Sherif Guirgis in 2024 to re-acquire the beauty retailer she sold to Farfetch just two years earlier. Farfetch backed out of beauty in 2023, with many questioning what would happen to the Violet Grey brand. Grey is back on the executive board of Violet Grey where she’s focusing on shaping its creative vision, retail expansion and revenue growth.
Alyson Hogg, founder of luxury tanning brand Vita Liberata, reacquired it from Crown Laboratories in 2024. She sold the business in 2018 for more than $30 million, buying it back for less than $12 million. She remains in her role as chief executive officer.
In 2025, Huda Beauty announced that they’re going to sell KAYALI to its co-founder and General Atlantic to allow the beauty founders to buy back a stake held by TSG Consumer Partners since 2017. This will bring the Huda Beauty brand back to full founder ownership while KAYALI founder Mona Kattan will own the fragrance business alongside General Atlantic.
Go-To Skincare Pty Ltd founder Zoe Foster Blake regained ownership of her beauty business in 2023 after buying back the 50.1 per cent stake for $21.8 million along with co-founder Paul Bates. She bought it back after beauty company BWX went into administration for significantly less than she sold it for.
In 2021, Gregg Renfrew sold a controlling stake in Beautycounter, her clean beauty brand, to The Carlyle Group. However, in April 2024, she bought back the company, returning it to founder ownership.
Renowned hairstylist, Frédéric Fekkai, sold his eponymous FEKKAI hair care brand to Procter & Gamble in 2008. In 2018, he reacquired the brand, aiming to revitalise its presence in the luxury hair care market.
What are your thoughts on beauty founders buying back their business? Does it matter to you who owns the brands behind your favourite products? Is it something you even think about?