Pure Beauty

EX1 Cosmetics extends customer reach with Superdrug retail deal

By Becky Bargh | Published: 30-Jul-2019

In the last six months, the brand has launched in the US, Middle East and Australia

EX1 Cosmetics is expanding its bricks-and-mortar presence with Superdrug.

Best known for its olive-toned foundation range, the brand’s Invisiwear Liquid Foundation and Delete Fluide Concealer will be available across 45 UK stores including London, Manchester, Liverpool and Leeds.

The brand also offers six compact powders, a collection of mineral foundation powders and four blushers.

Today, EX1 Cosmetics is available in Boots stores and online via lookfantastic.com and feelunique.com.

Farah Naz, a biochemist by trade, founded the brand after struggling to find a foundation to match her own skin tone.

She said: “I’m thrilled EX1 is now available in Superdrug, one of the biggest beauty retailers in the UK.

“My goal has always been to cater to the huge number of women who can’t find the right [shade of] foundation.”

To create her line, Naz moved away from using traditional orange and pink undertones, and instead opted for a blend of yellow and gold tones.

Meanwhile, in other markets, the brand made its US debut with Riley Rose.

It has also expanded into the Middle Eastern market and Australia.

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