Roll call: influencer Huda Kattan’s beloved makeup brand Huda Beauty? Present. Fab fragrance brand with Kattan’s sister, Mona? Kayali, reporting for duty. Brand new skin-care line to officially begin world domination?
That’s right. The Kattan Krew is back for more with WISHFUL skin care, which launched today at Huda Beauty, Sephora and Net-a-Porter and is (so far) aimed at addressing the skin’s texture.
Here’s what we know:
There’s only one product so far—the Yo Glow Enzyme Scrub ($39)—with plans for expansion in 2020. Though Kattan hasn’t clued us into what might be next, in an interview with Allure, she mentioned what not to expect: “We’re not going after wrinkles,” says Kattan. “Because the reality is I Botox. I’m not going to pretend.” She explains further on her website that the enzyme scrub is great for makeup mavens and will help create the “perfect canvas for seamless makeup application,” and will help anyone who, like herself, uses pigmented products to conceal skin concerns. “Although I tried to make my skin look perfect with tons of makeup,” says Kattan on Instagram, “It wasn’t something I felt proud of, and the pressure of being in my natural state felt like something that was so foreign to me!” If we had to guess, we’d say that what’s in the pipeline will brighten, address texture concerns and help prevent acne, three things Kattan has openly admitted to struggling with in the past.
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The enzyme scrub is formulated for all skin types and meets Sephora’s Clean standards. The standout ingredients include papaya fruit extract, pineapple fruit extract and cellulose. According to the brand, the fruit extracts remove dead cells and brighten, while the cellulose provides the texture that helps physically slough off the dry outer layer of skin. A suite of hydroxy acids—citric, lactic, salicylic and glycolic—break the bonds between dead skin cells and further the exfoliation process. The scrub uses agents for both chemical and physical exfoliation, but Kattan claims on Instagram that it’s so gentle, she uses it more often than the recommended one to two times a week.
The launch is very personal for Kattan, who cuts an Instagram video explaining the product short due to the emotion. On her website she says, “Our first product is really important to me because it targets a lot of skin issues that I’ve struggled with for a long time – uneven skin tone and acne scars, dullness, and skin texture.”
WISHFUL values transparency. “I know from when I started out in beauty, that the world of skincare can feel intimidating and confusing, and sometimes it feels like you’ll never find that one thing that works for you,” she says on her website. “That’s why it was so important to me that every product we make will truly make a difference to your skin, giving both instant and long-lasting results.” In fact, the brand has a quality-over-quantity approach. “The goal for WISHFUL isn’t to flood your bathroom with hundreds of new products, but to help refine your daily routine to targeted products that will effectively and visibly give you happier and healthier skin that you can feel truly confident in.”
What’s next for Huda aside from the new skin care launches, we wonder? Hair care? Nail polish? The entire wellness industry? We can’t wait to find out.
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