Advertisement

Huda Kattan has invested in new sexual wellness brand Ketish - and there’s a powerful story behind it

 (Huda Beauty)
(Huda Beauty)

Beauty mogul Huda Kattan has become the latest celebrity to join the sexual wellness movement.

The entrepreneur and founder of Huda Beauty and Wishful Skin is investing in Ketish, a new feminine wellness brand founded by former Huda Beauty product developer Emaan Abbass.

Announcing the launch to her 49 million followers on Instagram, she posted a video joined by her sister Mona and Abbass, and wrote: “Hey my loves! Mona & I are SOO excited to finally introduce you to our first Huda Beauty Angel and (now) ex-employee of Huda Beauty, Emaan Abbass (@theycallme_emaan) - the founder of feminine wellness brand, KETISH (@ketish). Emaan’s incredible story has lead her to creating this brand and finding her purpose to share with you all.

“KETISH is here to remove all shame women feel when they choose to take care of themselves and making them feel empowered and sexy instead. It’s time to start the conversation. It’s time to change the narrative. It’s time to end the shame. It’s time to redefine.”

Ketish is the first investment Kattan is making via Huda Beauty Angel, the seed fund of HB Investments, which she describes as a business initiative that will be investing in founders with “a purpose, cause, who want to make amazing products that really change the world with product.”

Abbass then goes on to explain her very personal story behind pitching the idea to Kattan, revealing the world of feminine wellness is something that is “close to her heart.”

“I grew up in a Muslim Arab-American home, my family is actually from Egypt, they emigrated to the States. For those of you that don’t know a lot about Middle Eastern culture, sex and feminine wellness is such a taboo, something that I never grew up talking about in our home. A lot of what I did learn was either through school or the tough experiences that I faced at a young age,” she says.

Aged just 21, Abbass reveals she went for her first screening with a gynecologist and was diagnosed with cervical cancer “caused by HPV which had gone undetected.” She describes how it turned her world upside. “Usually in those moments you call your mum, you call your dad, you call your siblings, you try to seek support and answers and guidance but because of my culture and the way that I was raised I felt like I couldn't really turn to my family.”

Instead, she decided “this was a journey that I was going to have to go through on my own.” These experiences have led her on a mission to break down the taboos often faced by women about caring for themselves and, along the way, she became “more aware of which products she was using on her body.”

The word “Ketish” is inspired by “Qetesh,” the ancient Egyptian goddess of love, sexuality and pleasure.

“When we thought of this goddess, we thought of everything that she embodies and has power over. She’s a strong, unapologetic woman who shamelessly loves and cares for her body,” Abbass adds.

The trio remained button-lipped about exactly which kinds of products we can expect in the range, but said they’d be revealing more soon via the brand’s Instagram account.

Ultimately, they want to “build a supportive community” for women and “change the narrative” around self-care.