American private equity company TSG Consumer Partners (TSG) has acquired a minority stake in cosmetics brand Huda Beauty.

Founded in 2013 by makeup artist and beauty blogger Huda Kattan, Huda Beauty is available at retail outlets such as ShopHudaBeauty.com, Sephora, Sephora in JC Penney, Harrods, Selfridges, and Cult Beauty.

Huda Kattan said: “Huda Beauty has evolved from our beginnings as a nimble start-up, 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.”

“We trust TSG to help us build on this momentum by expanding product assortments and distribution.”

TSG managing director Colin Welch added: “We’ve invested in the beauty sector for more than ten years and have seen a marked shift in the way consumers engage with brands.

“Consumers today want an authentic connection with a founder and to feel as though they are part of something much larger than themselves.

“Huda’s unprecedented social community enables them to do just that.”

Financo has been financial advisor to Huda Beauty, while Gibson, Dunn & Crutcher was legal advisor.

Moelis & Company acted as financial advisor to TSG, while Ropes & Gray was legal advisor.