Spotlight: Heritage and HUE with creative Mona Haidar
With the recent launch of her skincare venture HUE, British-Lebanese-Yemeni creative Mona Haidar talks about how heritage impacts her creativity.
Hani Hassan (Left) and Mona Haidar (Right) photographed for the promotion of their skincare line HUE, 2023. Image courtesy of thisisyung.com.
From graduating with a degree in architecture to now pursuing a skincare line with her friend Dr. Hani Hassan, Mona Haidar is a multi-faceted creative inspired by her identity as a British Arab. Born to a Yemeni mother from Aden and a Lebanese father from Baalbak, Haidar reveals that her creative side was born out of her cultural heritage and the teachings of her parents.
“My upbringing was very special, shaped by the intersecting worlds of academia and creativity,” Haidar eloquently reveals, “My parents are both economic scholars - which led them to meet, bond and then fall in love - but at the same time, they cultivated vibrant hobbies that infused our home with a creative aura.” Creativity in the Haidar household blossomed in the form of still-life painting with water colours which her mother pursued alongside crocheting and knitting, while her father opted for sculpting, producing models out of clay, wood, and metal. “I had a liberating and playful upbringing, which created a foundation for me that fuelled my own personal journey of self-discovery through creativity and craft.”
“Embracing different landscapes of creativity felt instinctive to me. I refuse to confine myself within the boundaries of a singular title, recognising the expansive nature of my creativity. I still consider myself a student of the crafts, so I’m constantly seeking to learn and grow.”
Nowadays, for Haidar, her parents’ teachings mean that she’s not afraid to experiment, working across multiple mediums, disciplines, and roles. A self-proclaimed stylist, image curator and creative director, the creative initially graduated with a degree in architecture from the Architectural Association in London and continued her postgraduate studies at Central Saint Martins. “Life threw a curveball my way when my mother fell ill and needed my care, so when I eventually felt ready to dive back into my studies I was looking for a university that resonated with my creative sensibilities and curious spirit, and Central Saint Martins felt like the natural choice.”
A naturally inquisitive character – most likely born from her lively childhood – it’s no surprise that the creative is now using her multi-disciplinary skills to delve into the world of skincare. “Initially, I jumped in to lend a hand in shaping the brand concept, but as we worked together, a beautiful synergy unfolded. The ideas and conversations we exchanged felt raw and genuine.” Created to treat acne scarring and dark marks for people of colour (as implied on the HUE Instagram), the design is sleek, modern and has an almost other-worldly and intergalactic feel. “The whole endeavour stemmed from a deeply personal need. It was a realisation of the inadequacies of the beauty industry where knowledge production often overlooks individuals like us and fails to address our unique skin concerns.”
Promotional image for ‘The Fang’ - a multi-purpose beauty tool created by HUE. Image courtesy of madeforhue.com, 2024.
Inclusion and addressing a lack of consideration of different skin concerns was a focal point for the development of the brand. “HUE, both now and in the future, is a testament to the countless conversations Hani and I have shared. That’s why HUE can never be attributed to one person’s vision; it’s always the result of a collective effort.” Haidar’s efforts, however, came to fruition within her role as creative director of the brand, encompassing all things branding, product design, campaign development and brand visuals across all social media channels.
Promotional image for SUPRA-EGG - a keepsake used to store the SUPRA-FADE face cream. Image courtesy of madeforhue.com, 2024.
Even within HUE, Haidar’s heritage continues to influence her aesthetic and design. “I find it hard to separate my creativity from my heritage,” she reveals, “it’s like this intertwined dance where the influence of my mother and the women in my life become a part of my creative expression.” Haidar then recalls the traditions that surrounded her as a child, including the way in which her mother decorated her dressing table and carried out traditional Yemeni beauty rituals. “I remember her intricately carved mabkharas, the etched metal attar bottles, and the delicate kohl vials. These crafted objects of beauty carry a sense of permanence and a connection to something timeless.” HUE’s SUPRA-EGG – a solid aluminium and gold-plated product made to store the SUPRA-FADE face cream – is a direct reference to this idea of longevity. “My grandmother actually stores her bakhoor in it. Witnessing her breathe new life into something inspired by the past and repurposing it feels deeply fulfilling. It’s moments like these that remind me of the profound connection between creativity and heritage and how they both contribute to shaping who I am and how I explore my creativity.”
Looking forward into the future of HUE, the co-founders are secretly planning the release of new products to add to the range, whilst also experimenting further with product development. “Our focus is on the upcoming release of The Fang, a versatile tool designed to be both a hairpin and a fashion accessory. The Fang invites a world of possibilities, introducing a new perspective in skincare that emphasises the diverse ways people approach utility.” Alongside this, the pair are continuing to further their mission to diversify the skincare industry. “Our goal is to evoke a feeling, pushing beyond the standardised beauty industry today,” she summarises, “In the beauty industry, our communities often find themselves confined to narrow perceptions that fail to capture the multifaceted richness of our communities. We aim to challenge this by honouring the layered beauty that exists within us all and celebrating the depth and complexity within our diverse cultures.”