Huda Kattan's beauty empire has launched into skin care

The Dubai-based beauty entrepreneur, influencer and make-up artist has taken inspiration from her own skin care journey with Wishful

Huda Katttan, the entrepreneur behind billion dollar brand Huda Beauty, might have made her fortune in make-up, but now the business owner has her sights set on skin care.

Repeatedly crowned as one of the most influential people on the internet by Time , Kattan has since expanded her empire into fragrance with Kayali and now Wishful skin care.

Launching today with the Yo Glow Enzyme Scrub (£34), more products are expected to be unveiled throughout 2020.

Inspired by Kattan’s experience with adult acne as a result of PCOS, a female hormonal disorder, the scrub contains papaya and pineapple extract, AHAs, BHAs and a physical exfoliant to help buff away dead skin cells and impurities for brighter complexion.

The Dubai-based businesswoman has teased the skin care venture since January by creating a Huda Beauty Skin Instagram – now renamed to Wishful – and posting images of herself bare-faced.

Wishful has boldly marketed itself as an educational platform that does not use filters, photoshop or editing app Facetune.


Huda Kattan with an over-sized Yo Glow Enzyme Scrub by Wishful

“I’m sure a lot of people are wondering if our skin care line is going to be like our make-up line, but it’s kinda the complete opposite,” Kattan wrote on Instagram. “Our make-up is heavy, made to cover up imperfections, photograph flawlessly, and last all day and night, it’s also heavy on the fragrances.

“It’s kind of crazy, but when we decided to create a skin care line, we wanted to pull from everything I loved about skin. So we partnered with the top labs in Korea & Japan and created the most gentle but effective skin care products that are so clean, so natural, and almost no scent (less than 0.2%).”

She added: “This page is to give you all the details on our products, but also teach you everything I have learned about skin care over the past 17 years!”


Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

Companies