DUBAI: Iraqi-US beauty mogul Huda Kattan has announced Ketish as the first brand to be launched by Huda Beauty Angels — which falls under HB Investments, Kattan’s venture capital firm. Ketish, a feminine care label, is being spearheaded by Eman Abbass, a former Huda Beauty product developer. For the latest updates, follow us on Instagram @arabnews.lifestyle “I’m really excited on a deep level about Huda Beauty Angels and being able to reveal to you guys very soon the first project we are investing in with an amazing founder who has such an amazing mission and purpose and we know they’re going to change the world,” she said in a video shared with her 49 million Instagram followers. View this post on Instagram A post shared by HUDA KATTAN (@hudabeauty) “When we first started our brand, nobody wanted to invest in us. Nobody wanted to really believe in our cause and what we were doing,” she added, revealing what prompted her to start the $10 million female entrepreneur seeding initiative, HB Angels. Specializing in female wellness, Ketish aims to launch its first product in August 2021, although Abbass has been tight-lipped on the sort of products that will be offered, telling The Industry Fashion website that the brand will focus on “targeted body care products.” The new brand was inspired by Abbass’s own health experience. When she was 21-years-old, she was diagnosed with cervical cancer during her first-ever gynecologist appointment. Coming from a conservative background, Abbass felt ashamed to talk to her American-Egyptian family about her health during the diagnosis and treatment process. Huda and Mona Kattan pictured with Eman Abbass (M). Supplied Following a nine-year healing journey that she had to go through alone, Abbass was inspired to launch the luxurious female wellness brand that aims to reform feminine care products in the Middle East and is named after a female ancient Egyptian deity. “A lot of those brands and products that we find now are in the pharmacy and the pharmacy is traditionally a place that you go when you are sick or something is wrong,” she told The Industry Fashion website. “We want to take feminine wellness and care out of the pharmacy and put it in the places that women shop… when I’m having a bad day I go to Sephora or I hop on to Cult Beauty. It’s those spaces that we want to be playing in to really elevate that experience and give women products that they can incorporate into their overall beauty and self-care routines.” “Ketish is a movement,” Kattan said in a press release. “It’s about taking power back and being fully comfortable with yourself. When people start to become part of this community, they’re going to feel liberated. I realized very quickly that this was a topic that so many people had so many issues with. The more I started talking to Emaan, the more I was convinced that she could change the category.”