I started thinking about what kind of skin people wish for,” Huda Kattan exclusively tells Cosmo Middle East about the launch of her latest brand, Wishful. “An effective yet gentle exfoliate came to mind. There are many skincare products on the market that I love, but an exfoliate that truly gave me smooth and bright skin just didn’t exist.”
“A lot of people thought it was very strange that I was launching my skincare line with a single scrub, but, when you think about it, it makes perfect sense as it primes and preps the skin for make-up application.”
Wishful’s inaugural launch, the Yo Glow Enzyme Scrub, is the most delicious formula that’s infused with a powerful combination of pineapple and papaya enzymes, plus BHA and AHA. And it doesn’t stop there, the product is also clean and cruelty-free.
“I wanted Wishful to be a super clean and simple skincare line that is easy to understand and good for the skin,” explains Huda. “I wanted it appeal to everyone– especially those looking for vegan and cruelty-free products. The industry has changed a lot and we’d be crazy to launch a ‘simple’ skincare line if we were going to pack the formula with a ton of questionable ingredients. It was no question whether we’d make Wishful a clean product.”
The ad campaign for Wishful featured a very beautifully pared-back, un-photoshopped Huda, which, in an age of highlight reels, is often an image that is no mean feat for a woman to post.
“I felt like it was really important for us to show that to the world,” says Huda on her decision to go make-up free in front of millions. “We have no reason not to if the product really works, which it does. It was definitely hard and took a really long time for me to feel comfortable in my own skin in front of a camera. Now it’s becoming second nature, which is an incredible feeling. We’re so happy to see that so many people on Instagram have followed the lead and felt empowered to post their selfies without make-up and without filters. In true Huda Beauty fashion, we knew we wanted to be as real and authentic as possible.”
Wishful Yo Glow Enzyme Scrub, Dhs177 at shophudabeauty.com
So what’s next for the Kattan sisters and their epic beauty empire?
“You can expect something incredible and game-changing! And that’s all I can tell you…”
We don’t doubt you for a second, Huda!
From the March 2020 issue of Cosmopolitan Middle East