Skincare · United Kingdom
HUE (Here U Exist)
Founded by Dr. Hani Hassan (British-Somali NHS doctor) & Mona Haidar (British-Arab architect)
HUE, an acronym for 'Here U Exist', is a London-based skincare brand co-founded by British-Somali NHS doctor Hani Hassan and British-Arab architect Mona Haidar, debuting its hero serum in December 2023. The brand combines strong scientific methodology with a rich sensory experience and was built by a doctor who became a skincare YouTuber, racking up millions of views demystifying POC skincare. Its first product, Supra-Fade, is a dark-spot night serum retailing around £52/$66; Hassan characterizes HUE as 'not exclusive to POC, but POC-focused,' with all innovation centered on melanin-rich skin while remaining usable by everyone. Supra-Fade combines azelaic acid, licorice extract, alpha arbutin, centella, kojic acid and allantoin. A six-week trial with a 67-member group that was 80% POC reported significantly more even complexions. The discovery-gem angle: a clinically minded, doctor-founded indie centering ethnic skin's structural differences. Caveat: premium price and frequent stock-outs.
Who it matches
- Depth range
- Medium, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Prestige
Hero products
- Supra-Fade Dark Spot Night Serum
- The Fang multipurpose tool
What it targets
- azelaic acid
- licorice extract
- alpha arbutin
- kojic acid
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