To create a new-to-world, accessible, mass-market beauty brand that breaks established category codes.
Nobody likes being openly labelled. However, that’s the typical problem with beauty products. Introducing hush, the first discreet beauty label that allows you to make a purchase without feeling judged. With an identical front label, all of our products look the same at face value while an icon system that differentiates customers based on their specific requirements are hidden in the peel-back label, so they can be rest assured that their needs remain a hushed affair.
