Huda Beauty is reportedly exploring the sale of its fragrance brand Kayali.
The Dubai-based cosmetics company was founded in 2013 by influencer Huda Kattan and Kayali is spearheaded by sister Mona (pictured).
The potential sale, first reported by Bloomberg, follows a number of structural changes within Huda Beauty.
Kattan announced in February the closure of skin care/make-up hybrid brand Glowish and a reduction in products across the company's portfolio.
Huda Beauty also debuted a new logo and packaging design in July.
The sale of Kayali will enable Kattan to buy out minority shareholders TSG Consumer Partners, a source told Bloomberg.
The US private equity firm acquired a stake in Huda Beauty for an undisclosed sum.
Huda Beauty launched selling false eyelashes and has grown to span make-up and skin care.
It has previously been valued at US$1bn and is regularly named one of the top performing brands on social media.
The founders expanded into private equity with the launch of HB Investments in 2017.
Huda Beauty declined Cosmetics Business' request for a comment.