Beauty mogul Huda Kattan is following in the footsteps of Kylie Jenner to venture into the world of skincare.
The super-influencer, who lives in Dubai, will be launching her new range with just one product, the Yo Glow Enzyme Scrub, which is said to even skin tone and leave your complexion glowing.
In vast contrast to her hugely successful Huda Beauty line, which boasts myriad colour cosmetics in vibrant hues, her skincare range Wishful Skin will be decidedly simple, in clean, butter-yellow packaging with minimal design.
It will also be simple in its offering, targeting just one area of skincare, instead of trying to tackle every problem out there, American-Iraqi Kattan says.
“We are not going to have products for every single skin issue,” Kattan said in a YouTube video announcing the range. “We’re not going after acne, we’re not going after wrinkles or hyperpigmentation – what we’re going after is soft, smooth skin [and] diminished pores.”
The scrub, which was developed in South Korea, has been made using pineapple and papaya enzymes, as well as alpha hydroxy acids and beta hydroxy acids.
Wishful will be the third brand for Kattan, who launched her debut Huda Beauty collection in 2016, and her perfume brand Kayali in 2016, in collaboration with her sister Mona.
The launch of Wishful comes as interest in skincare continues to grow rapidly. According to market research group NPD, the industry brought in more than $6 billion (Dh22bn) in 2019, which is a 5 per cent increase from 2018.
Kattan follows in the footsteps of fellow beauty mogul Jenner, who expanded into the skincare market last year with the launch of her Kylie Skin range, which was an instant sell out.
The Yo Glow Enzyme Scrub will retail for $39, and is available at shophudabeauty.com.