Wishful

Wishful is Huda Beauty founder Huda Kattan’s skincare line, created from her own struggles with acne, texture, and pigmentation, and positioned as “skincare you don’t need makeup to feel good in,” with a no-filters visual policy and approachable pricing. Its breakout hero, Yo Glow Enzyme Scrub, blends fruit enzymes with AHAs/BHAs to deliver instant glow and smoother texture, setting the brand’s results-first, K-beauty-inflected tone.