Huda Kattan, the powerhouse behind the global cosmetics brand Huda Beauty, is venturing into skin care with a new label called Wishful. The launch marks her third brand, following the successful fragrance line Kayali and the iconic makeup empire that made her a household name among beauty enthusiasts. However, Wishful is a deliberate departure from the maximalist, high-glamour aesthetic that defined Huda Beauty. Instead, Kattan is embracing a philosophy of simplicity, targeting consumers who want effective, streamlined routines without the overwhelm.

In an exclusive interview, Kattan explained that Wishful reflects a more authentic, everyday version of herself. While Huda Beauty often feels polished and camera-ready, Wishful is about embracing bare-faced confidence and minimal effort. The brand aim is to deliver results with fewer steps, using formulas that are gentle yet powerful. This shift is timely, as the beauty industry sees a growing demand for products that prioritize skin health over heavy makeup application.

The First Product: Yo Glow Enzyme Scrub

Wishful’s debut product is the Yo Glow Enzyme Scrub, a gentle exfoliant that combines pineapple and papaya enzymes with alpha hydroxy acids (AHAs) and beta hydroxy acids (BHAs). Manufactured in South Korea, the scrub promises to reveal smoother, more radiant skin by dissolving dead skin cells without the abrasive texture found in many physical scrubs. Kattan has long used a similar Korean-style scrub in her professional makeup work, particularly for clients in the Middle East, where flawless skin preparation is a signature of her technique.

The scrub comes in a light yellow tube with holographic typography, reflecting a playful yet understated design. Unlike many skin-care launches that roll out extensive product lines, Wishful is starting with a single item. Kattan emphasized that the brand will not try to tackle every skin concern; instead, it focuses on delivering soft, even-toned skin with diminished pores. This targeted approach is a stark contrast to the often overwhelming number of serums, masks, and treatments marketed to consumers today.

Why Separate Skin Care from Makeup?

Kattan was candid about her decision to launch skin care under a different brand rather than extending Huda Beauty’s offerings. She admitted that she would not buy skin care from a makeup brand, seeing the two categories as fundamentally different. Makeup, she noted, is about artistry and transformation, while skin care is about health and maintenance. By creating Wishful as a distinct entity, she can maintain focus and credibility within the skin-care space.

Her own skin-care routine has historically been elaborate. In a YouTube video, she demonstrated a multi-step airplane routine involving steam, LED light therapy, sheet masks, and devices — a process that took over an hour. Yet she recognizes that this level of dedication is unrealistic for most people. Wishful is designed for those who are tired and busy but still want effective results. The brand’s tagline is “gentle, simple, effective.”

Kattan’s Journey from Influencer to Mogul

Huda Kattan began her career as a makeup artist in Dubai, working with royalty and celebrities. She gained fame through her Instagram tutorials, where her before-and-after transformations garnered millions of followers. In 2016, she launched Huda Beauty with a line of false eyelashes and lipsticks, quickly expanding into eyeshadow palettes, foundations, and highlighters. The brand became a sensation, valued at $1.2 billion after TSG Consumer Partners took a minority stake in 2017.

Her influence is staggering: the Huda Beauty Instagram account has over 41 million followers, while her personal account adds another 2 million. She was one of the first influencers to secure traditional private equity investment, paving the way for other creator-led brands. However, with the rise of clean beauty and minimalist routines, Kattan saw an opportunity to capture the skin-care market without diluting her makeup brand.

The Science Behind the Scrub

The Yo Glow Enzyme Scrub uses fruit enzymes to chemically exfoliate the skin, a method popularized in Korean beauty routines. Pineapple contains bromelain, an enzyme that breaks down dead skin cells, while papaya provides papain, known for its smoothing properties. Combined with AHAs (like glycolic acid) and BHAs (like salicylic acid), the formula offers both surface and pore-level exfoliation. This combination is designed to improve texture and tone without irritation.

Kattan first encountered this type of scrub while preparing the skin of her high-profile clients. A product developer attending one of her masterclasses recognized the potential and helped her refine the formula. The result is a product that mimics her professional technique, now available to consumers worldwide. The scrub is cruelty-free and formulated without parabens, sulfates, or phthalates, aligning with modern clean beauty standards.

Retail Strategy and Market Potential

Wishful will initially launch in approximately 2,000 doors of Huda Beauty’s existing retail partners, including Sephora, Harrods, Selfridges, Boots, and Cult Beauty. Kattan believes that the brand’s narrow product focus could allow it to enter retailers that do not currently carry Huda Beauty. She notes that Wishful is not just for makeup lovers; it appeals to anyone seeking effective, fuss-free skin care.

Industry sources predict that Wishful could generate $100 million in global sales within a few years. This ambitious forecast reflects the strength of Kattan’s personal brand and the growing consumer appetite for simple, results-driven skin care. The company as a whole, including Huda Beauty and Kayali, is reportedly growing at 25 percent annually, with Huda Beauty alone on track to reach $400 million in retail sales in 2018.

Kattan’s Philosophy on Leadership and Business

Despite her success, Kattan is thoughtful about the direction of her company. She currently serves as CEO but is considering stepping back to focus on content and product development. She mentors her sister Mona, who runs Kayali, and notes that taking a step back allowed Mona to flourish. Kattan is wary of selling to strategic buyers or pursuing an IPO, preferring to remain private alongside TSG Consumer Partners. She criticizes large corporate investments as often prioritizing profit over brand integrity.

Kattan is also monitoring trends in the influencer space. Many creators have launched their own brands, but few have replicated her longevity. As the market shifts toward skin care, she notes that the barriers are higher: product development takes longer, and consumers are more skeptical. She remains curious about how other influencers will adapt and succeed in this new landscape.

In addition to Wishful, Kattan continues to expand her empire. Huda Beauty is innovating with new makeup launches like the Nude Obsession palettes and Power Bullet lipsticks. Kayali recently released Deja Vu White Flower 57, which sold out in most retailers within a week. The company also has a ventures arm making tech investments, and even a separate emoji app called Hudamoji. With Wishful, Kattan is proving that her influence extends far beyond makeup, cementing her place as one of the most versatile entrepreneurs in beauty.

Source:Yahoo Life News