Huda Kattan, the make-up influencer and entrepreneur behind Huda Beauty, is the latest brand owner to tap into the 'no make-up, make-up' trend.
The self-proclaimed 'cake face' is best known for her full coverage looks and glamorous make-up brand, but new line Glowish focuses on natural beauty.
According to Huda Beauty, Kattan, like many consumers in recent years, was focusing on skin care and wanted to develop a new brand that let skin "shine through".
“I noticed that as I spent more time focused on my skin, I found a greater appreciation and acceptance of it," said Kattan. "It became healthier, more even and brighter, and I felt more confident and accepting of my skin in a way I never had before.
"Blemishes or no blemishes, I have learned to embrace and truly respect my skin.”
The vegan-friendly products focus on natural formulas, starring the red bell pepper extract that is said to be made from vegetables rescued from going to waste, and are marketed as designed with a 'clean' ethos complete with a 'formulated without' list.
The 80% natural formula contains 'ugly red bell pepper'
They are packaged in post-consumer recycled (PCR) plastic and the cartons are made from FSC Certified paper.
Available from 1 June, Glowish launched with the Multidew Skin Tint and the Soft Radiance Bronzing Powder, as well as relevant make-up brushes.
“I wanted to create products that let me show that new found confidence and the skin that I loved, not hide it away," continued Kattan.