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Huda Kattan’s new brand will now grant your skin’s wishes

by Arun Shirishkar

Super influencer Huda Kattan is moving on from the Instagram makeup aesthetic for her new skincare line and is going after soft, smooth skin and diminished pores

Huda Kattan is officially tossing her hat in the skin care game. The beauty entrepreneur announced the launch of Wishful, her debut skin care brand aimed at “making skin dreams come true.” After spending more than a decade offering up hundreds of tips and tricks on YouTube and Instagram for how to get rid of acne or achieve smooth and glowy skin, she’s finally creating her own solutions, starting with her very first product.

Presenting Yo Glow
Huda Kattan is kicking off Wishful’s launch with Yo Glow, an enzyme exfoliating scrub made from a concoction of pineapple and papaya enzymes, AHAs, BHAs and soft physical exfoliants. The formula works to gently remove dead skin from your face and when used one to two times a week, you can expect a radiant and smooth surface, a perfect base for the rest of your skin care products as well as seamless makeup application. According to the brand, the product was formulated in South Korea, the hub for beauty innovation, where the team created the first product. The Wishful Yo Glow Enzyme Scrub is priced at $39. The first products will be centered on the face, and Kattan hinted at a possible expansion into body care. “The evolution outside of face is big, but we want to keep that simple too,” she said.

The business mogul
Wishful is Huda Kattan’s third brand, following the 2018 launch of fragrance brand Kayali, which is run by her sister Mona Kattan, and Huda Beauty, which debuted color cosmetics in 2016. Initially, Wishful will be sold in about 2,000 of Huda Beauty’s existing retail partners, including Sephora, Harrods, Selfridges, Boots and Cult Beauty. Kattan said that because of the planned narrow product range, she thinks Wishful has 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 percent. In 2018, the brand was said to be on track to do $400 million in retail sales.

Sourced from: Bustle.com and WWD.

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