Dreamt up by none other than make up artist Huda Kattan, WISHFUL is all about keeping things simple. Understanding that less can be more, the brand’s skin care is simplified to fit into any one’s beauty routine. Formulating targeted products to tackle various skin concerns, the collection keeps minimalism at the forefront of every design – only using effective and intentional ingredients.
THE STORY BEHIND WISHFUL
From starting her Huda Beauty blog over 10 years ago, make up artists Huda Kattan has built a community, who inspire her brand. With thousands of comments coming into to her over the years, the creative began to get a deep understanding of what her readers were most concerned about. The common consensus? They wanted simplified skin care they could seamlessly slot into their beauty routine. And thus, WISHFUL was born.
WISHFUL’S FREE-FROM BEAUTY SOLUTIONS
All WISHFUL products comply with the US Clean program, which means they are formulated without any of the following ingredients: parabens, triclosan, Triclocarban, SLC, SLES, phthalates, formaldehydes, retinyl palmitate, aluminium salts, benzophenone, resorcinol, oxybenzone, octinoxate, coal tar, mineral oil and fragrances over one percent.