It’s no secret that Huda Kattan was set to take a step into the world of skincare. Hinting at the possibility since last year, fans of the beauty mogul have been waiting with bated breath. Then @HudaBeautySkin launched on Instagram on January 12. This was followed by further clues in the form of tutorials and videos. For those who’ve been paying attention, they may have pieced together some idea of what was to come. What you wouldn’t have been able to know is Huda was throwing you a curveball. Introducing Wishful. The third brand in Huda’s global beauty empire, launching today with its debut skincare product Yo Glow Enzyme Scrub.
“True beauty begins with the skin, which is why I wanted to launch my skincare line, Wishful, with Yo Glow Enzyme Scrub, a skin-changing exfoliator with glowing results,” begins Huda. The idea behind the label is to create a brand that is gentle, simple and effective. Launching with just one formula (don’t worry, more will follow soon) Kattan wanted to focus on problems she had personally struggled with. “I’ve tried hundreds of products, spoken to tons of derms and experts, and tried all kinds of skincare techniques over the years, so I have seen what works for me and what hasn’t,” she explains.
“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,” Kattan continues, “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.” At the forefront of the launch is Huda’s quest for smooth, radiant and glowing skin. She highlights this in her campaign which sees her go bare-faced with no filters and no photoshop.
Arriving in a pastel yellow tube, Yo Glow Enzyme Scrub is primed for exfoliating the skin. Infused with a combination of pineapple and papaya enzymes, and BHAs and AHAs it has been formulated to transform a lackluster dermis. A lightweight and milky scrub, upon application it gently buffs away dead skin cells and impurities. With its unique combination of fruit extracts, it also smells divine adding to the sensory experience. Promising long-lasting results after using it for just 10 days, this is due to the combination of three different exfoliating techniques that include enzymes, acids, and physical exfoliation.
To be used once or twice a week depending on your skin, Huda advises massaging the scrub in circular motions across the face and neck. As you work the formula in she adds to roll and sweep away the dead skin cells and impurities, before rinsing your skin with warm water and patting dry. The Wishful Yo Glow Enzyme Scrub will officially launch on ShopHudaBeauty.com and Sephora stores across the region on February 16 for AED169.