Blogger at Love To Slay
"What we’re going after is soft, smooth skin [and] diminished pores."
Huda Kattan is building an empire. She has her own name on thousands of items of makeup, lashes and even fragrances. And that empire now includes Huda Beauty skincare, as in, her own line and not a review of another brand’s products (which she does so well).
Yes, you read that correctly. The kween of all things glam has only gone and launched a range of skincare.
“I’ve said it before, but my skin has been a JOURNEY! As a kid, I had really dry-sensitive skin, that was super rough and uneven in tone and texture, and at 19 I started dealing with cystic adult acne,” she writes. “There were days I didn’t want to leave the house bc my acne got SO painful & bad!”
“I always wanted beautiful skin, but I honestly thought it wasn’t for me. Luckily, I started blogging & experimenting. What happened was truly unexpected! My skin became so soft, even, smooth, my pores disappeared, and my acne was (finally) under control! My skin actually glows now!”
True to form, Huda took to Instagram to announce the news on the brand new skincare line Wishful Skin. She shared the news via her Instagram writing: “Introducing WISHFUL 💜 Real products on real skin”
Launching with just one product, Huda's new skincare brand, Wishful, is a far cry from the more-is-more vibe of her makeup offering, Huda Beauty. The point of this brand — her third — is simplicity.
“We are not going to have products for every single skin issue,” Huda said. “We’re not going after acne, we’re not going after wrinkles or hyper pigmentation — what we’re going after is soft, smooth skin [and] diminished pores.”
Wishful’s first product is the Yo Glow Enzyme Scrub, which is housed in a light yellow tube with holographic type. The scrub contains pineapple enzyme, papaya enzyme, alpha hydroxy acids and beta hydroxy acids, with the goal of providing glowing, even-toned skin. The formula works to gently buff away dead skin on your face and when used one to two times a week, you can expect a radiant and smooth surface, a perfect foundation for the rest of your skincare products as well as seamless makeup application. According to the brand, the product was formulated in South Korea, the hub for beauty innovation, where Kattan worked with a team to create her first product.
It makes sense that Yo Glow was created in South Korea, as this type of gommage has been extremely popular in Asian beauty since 2016. This physical peeling gel formula is known for pilling as you rub it into your face, creating tiny flakes that look like it could be a combination of your dead skin cells and residue from old makeup, sunscreen, skincare, or worse, pollution. It is an extremely satisfying type of product to use, and Kattan's Yo Enzyme Glow is no different.
Despite having gained a following in the Middle East for the way she did skin, Huda didn’t feel comfortable launching skin-care from Huda Beauty. “I would never buy skincare from a makeup brand — full transparency,” she said. “It feels like the opposite of makeup.
Initially, Wishful will be sold in about 2,000 of Huda Beauty’s existing retail partners, including Sephora, Harrods, Selfridges, Boots and Cult Beauty. Huda said that because of the planned narrow product range, she thinks Wishful has the potential to expand to retailers where Huda Beauty is not sold. “It is not just for the cake-face person,” she said.
Industry sources expect that in a few years, Wishful could become a £100 million business, in terms of global sales. As a whole, Huda Beauty is said to be growing 25 per cent. In 2018, the brand was said to be on track to do £400 million in retail sales.
You can shop the Yo Glow Enzyme Scrub, $39 USD (EUR 39 / GBP 34 / AED 169), online at ShopHudaBeauty.com now (while stocks last) and from February 16th with our other retailers (Sephora, Sephora at JC Penney, Harrods, Selfridges, Brown Thomas, Arnotts, Cultbeauty.co.uk, Naimie’s Beauty Center, Boots (UK), FeelUnique, The Beauty Editor, Net-A-Porter and NYKAA).