Huda Beauty is a brand launched in 2013 by blogger and influencer Huda Kattan. The first product available in the store was false eyelashes that were also available at well-known retailers like Sephora. Since then the portfolio of available beauty items grew significantly. The company is offering product innovations like liquid lipsticks or textured eyeshadow. The latest additions to the brand's online store are skincare products under the brand Wishful and fragrances under the name Kayali. Wishful products are the eco-friendly line of Huda Beauty. The products have clean formulas, meaning they don't contain any parabens, aluminum salts, benzophenone, SLS or SLES, etc. The skincare products are compliant with standards set up by Sephora called US Clean.