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Huda Kattan is entering the world of skincare, with the introduction of her third brand, Wishful, an ultra-curated line designed to provide gentle, simple and effective skincare solutions to everyday concerns at accessible price points.
Huda’s made no secret of her passion for skincare, setting up her now-famous beauty blog to share the makeup and skincare tips she picked up as a celebrity make-up artist. “I’ve tried hundreds of products, spoken to tons of derms and experts, and tried all kinds of skincare techniques over the years,” says Huda, “so I have seen what works for me and what hasn’t,” she adds.
It’ll come as no surprise to die-hard fans who will be familiar with the personal skincare issues Huda has shared openly on her blog. Having struggled with adult acne, pigmentation and acne scarring, Kattan made it a personal mission to find solutions that worked.
But business-wise, it makes sense. “Of the 45 million views that we have on the Huda Beauty Blog every year, more than 20% of the views and comments that we receive are for our skincare content,” Huda revealed. “I know from all the feedback I get from my followers that they are looking for solutions to the same skincare concerns as me, so with Wishful I wanted to create simple but powerful skincare products that visibly work for instant and long-lasting results.”
You can’t knock her track record. Every project Huda Kattan has set her mind to has become a phenomenon. Huda Beauty is a billion dollar empire with a cool 41 million followers, while KAYALI fragrances, an homage to the beauty mogul’s arabic heritage, is stocked by some of the the UKs most prestigious retailers including Net-A-Porter and Selfridges.
As for what to expect, we’re told the aim is to create considered edits of key essentials rather than inventing unnecessary steps. The products themselves will be a combination of natural ingredients and chemical solutions and each has been trialled and tested by Kattan herself. Given Huda has access to some of the world’s top experts and leading technologies, we’re predicting big things.
Products will start launching this month, each with a targeted focus and will be available from ShopHudaBeauty.com and in selected retailers.