Hush’D launches AA secrets, 8 other products

Top Skincare, beauty and wellness brand, Hush’D has launched nine new products to reaffirm its position as a trailblazer in the beauty industry. Among the nine products launched is AA Secrets named after the Founder/CEO, Abiola Ahmed-Kass.

The launch, which set social media buzzing with stirring reactions and comments, took place via the brand’s social media pages recently.

The Founder/CEO explains why one of the nine products is named after, saying it is her own way of letting people into a long-held  personal beauty solution.

“Although we had some serum in our existing range, AA Secret is a special serum, not just because it’s named after me, but because of its utility. AA Secret doubles as a face serum and a make-up layering lotion. I have been using it in my personal capacity for a while. I love it. I want to let our customers use it and love it as well. 

“Oh mine! Our customers are loving AA Secret already. We are out of stock already. And it’s just some few weeks into its launch. By the way, there’s a set we named after my son, Carter. It’s called Carter’s Secret. It’s a set of products for children. That has been flying off our shelves as well since. I am truly grateful,” she said.

Ahmed-Kass noted that she is not unaware of the stiff competition in the beauty space, stating that it has had a positive impact on their brand as they continue to chart new courses, reinventing their operations and satisfying their customers with technology-driven products with endless possibilities.

“We have to continue to be a listening brand to edge out the competition. In this fast age of AI and fancy technologies, we have to remain as human as possible because we deal with real human concerns every day. Concerns that AI cannot solve. Our ultimate strategy remains the same; to humanise as much as we can; to listen keenly to skin concerns and make premium solutions. 

“This may come at some costs but our customers know that we listen and work diligently for them. So they are always ready to pay for premium skin care products. Currently, we have embarked on rebranding our packaging to reflect global best practices. Our new cups and bottles are watertight, hence, they contribute to increasing the shelf life of our products. We are now also more expressive with our ingredients. They can now easily be found on our packaging. We are also leveraging the strength of social media to put our products in front of the right audiences. I believe these are fool-proof strategies to remain ahead,” she said.

Ahmed-Kass also summed up the evolutionary growth of the Hush’D brand in the last 9 years, describing it as an interesting ride.

Hear her: “To be fair, it’s been an interesting ride, really. Like every business operation, there have been moments of highs and those of lows. It may interest you to know that my foray into the beauty space began with me being a makeup artist after I resigned from a 9-5 job I had then in Ikeja. I only ventured into the skincare ecosystem because my makeup clients then demanded to know my personal skin care products and routine. 

“When I let my clients into my personal skin care regimen, they wanted for me to make for them which I did, of course at an expense. So, that’s how I began business. What began as what some will call “organic”skincare solutions has now morphed into scientifically proven solutions due to our relentless pursuit of beneficial and increasing knowledge. 

“We have been able to put together a multidisciplinary team of professionals who are now dedicated to elevating our operations with cutting-edge practices and tools. This has enhanced our operation. Also, the COVID-19 pandemic presented a vista of opportunities for us as more people took their skin seriously during the lockdown.” 

Among the nine products launched is DIG, a perfumed shimmering body oil that marks their foray into a new niche of beauty products. 

The remaining seven products include, Zilla Snail Mucin, Yonmi Lactic Scrub, Aqua Glow

Collagen Boost, Rice Glow Toner, Vitamin C + Niacinamide Face Wash, Luster Glow, and Retinol Serum.