MASHH

MASHH is a Norwegian skincare brand founded by twin sisters Vita and Wanda Mashadi, the daughters of Iranian refugees who left the city of Mashhad in 1989 to settle in Norway. The brand name is taken from that city, which the founders describe as the place where their family has its roots [1]. The line centres on face masks, serums and creams, and is sold through Norwegian beauty retailers. It is developed by the company Let's Face It (Letsfaceit Nordic AS), and remains active.

The founders are well known in Norway from their own media careers, which gave the brand an audience before it launched. MASHH is a small, founder-led indie label rather than a large house, with a catalogue of roughly a dozen products.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Vita and Wanda Mashadi are identical twins, born in 1992, who first reached a wider Norwegian public through the NRK documentary series Vita og Wanda (2017), which ran for three seasons and 23 episodes [8]. Alongside their television work they built large social followings and host the podcast Tvillingterapi [8]. By the time the skincare line appeared, each sister had a following on the order of 100,000 [11].

According to the company, MASHH grew out of a personal interest rather than a purely commercial one: the founders describe the brand as "not just a trademark, but a passion — a love for skin" [2]. The name is a direct reference to Mashhad, their parents' Iranian hometown, and the brand ties its identity to that family history [2].

The brand's first products were three face masks, which the founders developed over roughly two years with a team of dermatologists and chemists before bringing them to market [2]. The brand site does not state a founding year; based on external evidence — including a launch announcement posted to TikTok that dates to late 2022 — the launch is placed in 2022 [15]. Contemporary press from September 2023 already referred to the sisters as having recently started the brand [11].

In 2023 the company faced public criticism over a recruitment call for brand ambassadors that advertised unpaid positions (covered below under Controversies). The founders have continued to be publicly visible since: in 2025 they were profiled after declining a reported offer to appear on a reality television programme [12].

MASHH is developed by Let's Face It, registered as Letsfaceit Nordic AS, whose chief executive is Pernille Bruksaas [11]. The founders Vita and Wanda Mashadi front the brand publicly, while Let's Face It operates as the company behind it.

MASHH frames skincare as an accessible form of everyday self-care. Its guiding idea is summed up in the phrase "PAUSE to PLAY," an invitation to set aside even 15 minutes a day for oneself, and in the tagline "PLAY. GLOW. REPEAT." [1]. The company positions the range as high-quality skincare with "active and effective ingredients" suited to most skin types [2], and presents the products grouped into themed areas such as moisture, glow, and cleansing and peeling.

The brand sits at an indie, founder-led price point and reaches customers chiefly online through Norwegian retailers, among them Vita, Lyko, Blush, Nordicfeel and Inwell.

The catalogue spans face and body care across roughly 12 to 14 products. Masks remain central to the line, reflecting the three masks it started with, and the range also includes serums, moisturisers, an eye cream and cleansing products. Named items include the Hydrating Glazing Mask, the Green Refresh Peel Mask, the Pink Repair Moisture Mask, the Barrier Boost 24H Face Cream and the Golden Glow Serum.

The brand emphasises a number of formulation claims. On the retailer Lyko's listing, most of the range is described as vegan — 11 of 12 products — with a smaller number marked paraben-free and sulfate-free [13]. The products were developed with input from dermatologists and chemists, though the brand does not name specific partners or hero ingredients.

In September 2023 the brand was criticised after a recruitment call for brand ambassadors set out unpaid positions. The makeup artist Victoria Alam raised the issue publicly, arguing that expecting unpaid work while earning as influencers made it harder for others to ask for fair pay [11]. Wanda Mashadi acknowledged the wording as an internal mistake, and Pernille Bruksaas, chief executive of Let's Face It, attributed it to staff turnover and called it a human error that was corrected; the company stated that MASHH workers receive compensation thereafter [11].

MASHH is active. Its products remain on sale through several Norwegian beauty retailers — a retailer page listed 14 products in 2026 — and the founders have stayed in the public eye, including a television profile in 2025 [12][14]. Its footprint is centred on Norway; the brand has not been the subject of major international editorial coverage, consistent with a single-country indie label.