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She's so Cult

She’s So Cult: Huda Kattan of Wishful

Emmie Thornhill
Writer and expert4 years ago
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After the success of {Huda Beauty}, the brand's founder, Huda Kattan set about creating {Wishful} – a range of results-driven products to target specific concerns. Born from her own {skin care} struggles and personal quest to discover great, straight-forward products that really deliver, Huda Kattan teamed up with some cutting-edge labs to develop the skin care solutions she wished for. Think: minimal, multi-tasking, fun yet effective essentials that promise to tackle your big beauty bugbears.

Ahead of the launch of Huda and Wishful's latest launch, the utterly must-try {Honey Balm Jelly Moisturizer}, we caught up with the beauty mogul to talk all things Wishful, self-care during a worldwide lockdown and her advice on how to tackle 'maskne'...

{Cult Beauty} First things first, can you tell us a little bit about the brand’s beginnings? What’s Wishful’s story so far?

{Huda Kattan} I’ve always been as interested in skin care as I was with make up since I haven’t always had great skin. I have struggled with acne, uneven texture and pigmentation since I was a teenager so I’ve been obsessed with finding the best ingredients and formulas to remedy the things about my skin that I wasn’t super confident about. When I started my blog, it was a great outlet to share some of the skin care DIYs that I had turned to throughout the years to address my skin care needs. And Wishful was truly a wish come true as I was able to finally realise all of the research that I’d done over the years with our incredible team in our newest brand.

{CB} Can you describe Wishful in just three words for us please?

{HK} Gentle. Simple. Effective.

{CB} What were the main objectives when creating Wishful?

{HK} I wanted to create an edit of skin care products that really do what they say. With Wishful, we’re not going after wrinkles or anything that we know that we won’t be able to address as a non-medical grade brand, but instead, I wanted to create simple products that would work for a wide range of people, but with a twist of innovation as always.

{CB} Wishful has always been about creating one-of-a-kind targeted products since its launch, what sparks the idea for a new launch?

{HK} Many of the ideas for Wishful products start with the ingredients that I’ve been using in my DIYs for years. For example, we got the idea to create {Yo Glow} based on an exfoliating DIY mask that I used to do with pineapple and papaya.

{CB} We’re so excited to launch the all-new Honey Balm Jelly Moisturiser – can you tell us a bit more about it?

{HK} {Honey Balm Jelly Moisturizer} is the ultimate hydrating moisturiser with a super unique texture. It harnesses the power of honey, one of my favorite DIY ingredients which provides both immediate and long-lasting moisture to the skin. The jelly crème hybrid texture is something that makes it truly unique and makes for a great primer for any make up looks too.

{CB} Do you have techniques or application tips to maximise Honey Balm's efficacy?

{HK} Every morning and evening, gently massage a generous amount of Honey Balm in circular motions across the face and neck onto clean, dry skin. While you’re massaging the moisturiser into your skin, take deep, slow breaths to take in the relaxing aroma of lavender. Use Honey Balm before you apply your foundation to leave your complexion with a dewy radiance.

{CB} Difficult question: Do you have a favourite product in the line?

{HK} It’s really hard to choose, but we actually have something coming out later this year that is something that I’ve been raving about since we began working on Wishful. I can’t say too much more about it, but I literally use it every day!

{CB} Is there also an unsung hero within the range we really need to try and why?

{HK} I wouldn’t call it an unsung hero, but something that people may be most curious about is our {Chin Lift Sculpting Mask} because it’s a type of mask that’s rarely been used outside Asia. The innovative combination of the material and the active ingredients make our Chin Lift incredibly unique and effective.

{CB} Have you seen a shift in attitude towards beauty post-lockdown?

{HK} There’s definitely been more of a focus on self-care in general and skin care is a big part of that.

{CB} Agreed! ‘Maskne’ is a thing now – any tips of how to avoid/treat this?

{HK} Choosing masks that are made from natural instead of synthetic materials can help to reduce the irritation which causes ‘maskne’. Making sure that you switch your disposable mask out regularly or wash your re-usable mask often to make sure that you avoid the bacteria that can build up on your masks. Those are just a few steps that you can take to begin to avoid ‘maskne’.

{CB} How have you been practicing self-care during lockdown?

{HK} To be honest, I haven’t been that great at practicing self-care during lockdown. It’s taken me a while to get back into a routine as, I think like many others, I have found it difficult to distinguish the difference between work and personal time as it’s all taken place at home. Something that I managed to start doing again is taking a long bath at the end of the day, every day with lavender oil. It’s so relaxing and has been an amazing way to make sure that I set some time aside for myself each and every day.

{CB} That's such a good idea! Now, If you could go back and give your younger self any piece of advice, what would it be?

{HK} I would tell myself that the way you feel about yourself shouldn’t be based on what anyone else thinks of you. You’re beautiful inside and out!

{CB} Time for a quick-fire round... Matte or dewy?

{HK} It depends, but as it’s summer right now, I’d definitely say dewy!

{CB} Favourite song to boogie to?

{HK} Anything Beyonce!

{CB} Desert island product?


{CB} Pick a side… smoky eyes or a statement lip?

{HK} Statement lip for sure!

{CB} Finally, what’s next for Wishful?!

{HK} We want people to be able to do a full skin care routine from start to end with Wishful - including some innovations that you never knew you needed - so you can expect to see quite a few new things in our midst...


Emmie Thornhill
Writer and expert
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