Huda Kattan launches natural makeup edit Glowish

By

Jennifer Braun

Published
May 24, 2021

Beauty influencer and the founder of Huda Beauty, Huda Kattan, is stepping away from her well-known, full-coverage makeup looks for the introduction of Glowish. 

Launching June 1 on HudaBeauty.com and at Sephora, the new make-up and skincare brand adopts a more natural take to beauty and is described as “multitasking makeup with skin benefits." 

The launch comes as the Covid-19 pandemic caused a shift in consumer preferences and beauty trends. While wearing a mask has forced women to wear less make-up, the pandemic has also put a focus on self-care and taking care of oneself with more natural remedies. 

Kattan’s answer is Glowish; offering make-up, but also skincare products made with a minimum of 80 percent natural ingredients and available in post-consumer recycled packaging fo a more sustainable approach to beauty. Products are also vegan and never tested on animals. 

The full lineup includes the Multidew Skin Tint, Soft Radiance Bronzing Powder, Airbrush Finish Complexion Brush, and All Over Bronze Brush. 

“I was sooo inspired after we launched Wishful and after finally being comfortable showing my skin for what it is-no photoshop or makeup, I thought, why does it have to be one or the other? If I don’t want to full glam, why is the only option no glam?! Well, something that is the perfect in between and actually works for your skin,” the beauty influencer posted on instagram, as she announced the launch of GloWish.