More known for her iconic contoured looks and flawless full coverage foundation, it may come as a shock to see that Huda Kattan’s newest launch embraces flashing one’s natural skin. But anyone who has been paying attention to the Dubai-based mogul’s recent social media segues into the beauty of being comfortable in your own skin – complete with heartfelt videos about her new no Photoshop policy – would see the launch of the Glowish Multidew Skin Tint as simply cementing her position.
On an afternoon Zoom with Vogue Arabia, the founder of Huda Beauty and Wishful says that it was the launch of her skincare brand which helped shift her perspective. “I feel like creating Wishful Skin was really liberating, and changed who I felt I was in the beauty industry,” she explains. After an epiphany while shooting a completely makeup-free campaign for Wishful Skin – “I think I even cried a little that day, I felt so vulnerable” – Kattan realized that appearing without “her armor” was more empowering than terrifying. “I felt like that moment had me feeling a little different about Photoshop and editing. We are so obsessed with fillers, and plastic surgery, and contouring, then Facetune on top of that.” After her own experiences with injectables, Kattan says that she took a step back from the beauty standards that she previously was celebrated for. “I overfilled my face and I didn’t look so human – I spent the majority of 2019 melting my fillers,” she laughs. “As an influencer, I felt a little bit dirty Photoshopping my images and putting them online, it feels like you’re not being transparent,” she explains. “You end up with people who have a hard time understanding what’s real and what’s not, even within themselves.”
Describing her new outlook on beauty as her self-worth issues coming full circle, Kattan looked to create a lighter base to enhance rather than camouflage. The result, Glowish Multidew Skin Tint is a meeting in the middle between Huda Beauty and Wishful Skin. The name is even a combination of the two, borrowing ‘glow’ is from the makeup side, plus ‘wish’ from Wishful. The result is light coverage and makeup staying power, but with the skin-loving ingredients list of a day cream, featuring Damascus rose oil, plant-derived squalene, and vitamin E oil. “My favorite ingredient though is the ‘ugly fruits,” laughs Kattan. “These bell peppers, because they aren’t up to visual standards and are ugly, get thrown out. But they are a great source of antioxidants and for protecting your skin against blue light exposure.” By using ingredients that would otherwise go to landfill, the brand can take further steps towards sustainability. “We’re definitely trying to reduce our carbon footprint in the background,” she explains.
Water and humidity-proof, the dewy-finish formula won’t slide around on skin, unlike tinted moisturizers, promises Kattan. With 13 colors in the range, women can choose one or several shades, with the sheer color ranging across skin tones. Kattan says that the formula is like “baby steps” for women who may not feel comfortable making the leap from full coverage, and can be mixed with foundation or moisturizer. “Half the week I wear Glowish by itself, then the rest of the week, I mix one pump of Faux Filter Foundation to two pumps of Glowish,” she points out. “I called it a multidew because you can use it so many different ways and have it look so natural and radiant.”