According to an article by WWD, Huda Beauty plans to expand into the fragrance and skincare beauty sectors over the next year.
The company, which is owned by super-influencer Huda Kattan and where her two sisters also work, is well-known for its selection of makeup. Now, it will be launching multiple sub-brands with their own identities.
Kyali, the new fragrance brand, will introduce a collection of four scents on November 16 to be sold at Huda Beauty’s core retailers, including Sephora, Harrods, Cult Beauty and Selfridges.
All three sisters – CEO, Huda Kattan, president, Mona Kattan and chief Instagram officer, Alya Kattan – spoke to WWD about their plans.
“I actually did not want to do a fragrance,” Huda said. “I was adamant about not doing a fragrance because I do not understand how you sell fragrance. I know how to sell makeup – I put a lipstick on, I do a nice look, I take a selfie – I can sell lipstick.”
Mona, however convinced Huda to take the plunge.
“Mona started talking about this whole [fragrance] layering thing, and I started doing it…I just created some beautiful concoctions by mixing pepper and vanilla together. I was like, ‘Oh, my god, I love this.’ Then I couldn’t stop layering.”
The sisters plan to create a movement around fragrance layering, which is popular in the Middle East (where the Kattans live), but not as well-known in Western countries.
“Part of the culture in the Middle East, especially the Gulf countries, is when you go to someone’s house, and you go for lunch…when you’re finished eating, as part of the tradition, they bring a tray to you with their home fragrances that they’ve created with a local perfumer and you spray yourself and do your own little mix – then when you leave, you smell like that person’s house,” Mona said.
She added that she believes beauty is about emotion and reminding people of key moments in their lives. However, more broadly, they want to ‘shake up the fragrance industry,’ similar to the way Huda Beauty transformed makeup.
The new skincare brand is also set to launch in the second half of 2019, with a third undisclosed brand currently in the works.
Image source: WWD
