Hue
Cosmetics
Hue
With Hutch Fulfilment, HUE delivers a premium unboxing experience while staying focused on innovation, growth, and empowering People of Colour.
brand launch
2023
featured in British Vogue 2024
Vouge
focus on innovation & growth
100%
"Dedicated. Transparent. Consistent."
— Dr. Hani Hassan & Mona Haidar, Founders of HUE
Founded by Dr. Hani Hassan and Mona Haidar in 2020 and launched in December 2023, HUE was born from a shared conviction: that People of Colour deserve skincare that is both scientifically rigorous and beautifully expressed.
The brand’s flagship product, the SUPRA-FADE hyperpigmentation serum, is a testament to that conviction. Rooted in deep scientific research and developed with meticulous care, it addresses one of the most common and underserved skincare concerns in the POC community. In 2024, it earned a coveted feature in British Vogue’s Best Serums of the Year, a landmark moment of mainstream recognition for a brand that had only just launched.
HUE isn’t just building products, it’s building a movement. One that places science, inclusivity and artful design at the centre of an industry that has historically overlooked the people who need it most.
When Every Order Has To Be Perfect
For HUE, fulfilment isn’t just a logistics challenge, it’s a brand statement. As a premium skincare brand built on precision and intention, every order that leaves the warehouse is an extension of the founders’ vision. The packaging, the presentation, the care taken with each item, all of it has to reflect the luxury standard that HUE’s customers expect and deserve.
Launching a brand of this calibre in December 2023, Dr. Hani and Mona knew that operational excellence wasn’t optional, it was fundamental. A single poor delivery experience could undermine months of brand-building. They needed a 3PL partner that didn’t just understand logistics, but understood the weight of what was inside each box.
At the same time, as founders driving a science-led, mission-driven brand, they couldn’t afford to have their attention pulled into the weeds of day-to-day fulfilment. They needed a partner they could trust completely, so they could stay focused on the innovation and community-building that makes HUE what it is.
A Partner Who Handles The Details So Hue Doesn't Have To
By partnering with Hutch Fulfilment, HUE found exactly what they were looking for: a fulfilment partner who takes the work seriously, communicates clearly and delivers consistently. From day one, the relationship was built on transparency and trust, the same values that sit at the heart of the HUE brand itself.
Hutch’s careful, quality-assured approach to order fulfilment means every package that reaches a HUE customer reflects the brand’s premium standard. Nothing is rushed, nothing is overlooked and nothing leaves the warehouse unless it’s right.
Through the partnership, HUE gained:
Quality-assured fulfilment that protects and elevates the brand’s luxury positioning
Scalable infrastructure to support a growing product line and expanding customer base
Full transparency and real-time order tracking for both the team and their customers
Consistent, on-time delivery that reinforces customer trust at every touchpoint
Spotlight: British Vogue & The Supra-Fade Serum
In 2024, HUE’s SUPRA-FADE hyperpigmentation serum was featured in British Vogue’s Best Serums of the Year, a milestone that placed the brand in front of one of the world’s most influential beauty audiences. For a brand that launched just months prior, it was a powerful statement of arrival.
Moments like this demand flawless execution behind the scenes. A surge in visibility brings a surge in orders, and every new customer discovering HUE through Vogue deserves the same premium experience as the brand’s most loyal buyers. With Hutch managing fulfilment, HUE could absorb that demand confidently, without compromising on quality or speed.
It’s a dynamic that will only become more important as HUE continues to grow its profile, expand its product range, and reach new audiences worldwide.
Working Together
HUE is one of those brands that makes you proud to be in the business of fulfilment. Dr. Hani and Mona have built something genuinely important, a brand that fills a real gap, speaks to a community that deserves better and does so with beauty and rigour in equal measure. Supporting that mission, even from behind the scenes, matters to us.
We’re committed to being the dedicated, transparent, consistent partner that HUE needs as they continue to grow, and we can’t wait to see what comes next.
