Frustrated by having to always choose between either full-coverage foundation, like the Faux Filter formula, or no make-up at all, Huda decided to create something in between. The brand’s first launch is the Multidew Skin Tint, a lightweight tinted moisturizer that comes in 13 shades.
“I got to a point where I’d either be wearing no make-up at all, or I’d be completey caked,” Huda told GRAZIA. “So I wanted to find somewhere in the middle and created a tinted moisturizer. The name ‘Glowish’ is a marraige of our make-up brand, Huda Beauty, where we’re all about glowy skin, and our skincare brand Wishful. It’s packed full of loads of skin-loving ingredients, it protects you against blue light, it’s packaged in recycled packaging, and it’s super sustainable.”
The blogger-turned-entrepreneur has been making waves in the industry of late, speaking out about normalizing skin and body ‘flaws’. Huda has taken to Instagram to show how our faces and bodies can be altered using Facetune and Photoshop, in a bid to raise awareness and bring more realistic standards to the beauty industry – and Glowish will be no different. “There will be no retouching of the skin or the bodies in the campaign,” said Huda. “This is something we need to see happen in the beauty industry. It was quite challenging, because sometimes you need to Photoshop images in order to make the lighting more balanced, or even to hide underwear lines through clothes, but we really wanted this campaign to be natural.”
According to Huda, the Skin Tint can be worn three ways. “You’re going to have so much fun playing with this product,” she promises. “You can either wear it alone as a tinted moisturizer, or sometimes I either wear it on top of my foundation, or I mix it in with my foundation, because it adds the most beautiful luminous finish.”
The Glowish Multidew Skin Tint will land in stores on June 1st.
