Huda Kattan is expanding her empire. 

After launching her highly successful make-up brand Huda Beauty in 2013 and a fragrance line Kayali run by sister Mona in 2018, Kattan’s latest venture sees the make-up artist branching out into skincare with new brand Wishful. 

Launching with just one product – a face scrub – Wishful is taking a simple, stripped back approach to its product offerings. “We are not going to have products for every single skin issue,” Kattan said in an interview with WWD. “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 tag line is, ‘gentle, simple, effective.’”

The first product dropping, the Yo Glow Enzyme Scrub is described as a gentle yet powerful exfoliating scrub and combines pineapple, papaya enzymes, BHAs and AHAs to leave skin smooth and radiant. More products will be released throughout the year with Kattan hinting at a possible move into body care along the line. 

Since launching in 2013, Huda Beauty has grown into a $1.2 billion company, Forbes reported last year when Kattan was named on its America's Richest Self-Made Women list thanks to her make-up line. The brand also boasts over 40 million Instagram followers. Despite this following, it was important to Kattan to launch skincare separately to her make-up line. “I would never buy skincare from a make-up brand — full transparency,” she said. “It feels like the opposite of make-up.”

Wishful launches on ShopHudaBeauty.com on the February 4, with retailers including  Sephora, Harrods, Selfridges, Boots, and Cult Beauty in-store and online on February 18.