Pure Beauty

EX1 Cosmetics makes US bricks-and-mortar debut in Riley Rose

By Becky Bargh | Published: 18-Apr-2019

The retailer is the beauty subsidiary of fast fashion company Forever 21

London-based cult beauty brand EX1 Cosmetics has inked its first bricks-and-mortar retail deal in the US.

The brand is set to land in Riley Rose stores, the beauty subsidiary of fast fashion retailer Forever 21, from late April, offering its hero ranges and newest launch, the Delete Fluide Concealer.

EX1 Cosmetics will join Riley Rose’s roster of brand names including: Dr. Paw Paw, Bondi Sands, REN Skincare, Vera Mona, Gucci, House of Lashes and Huxley.

In the last three months the brand has also taken its products to the Middle East and Australia and is said to have plans for further global expansion.

“EX1’s success story is no longer limited to the UK and we’re excited about meeting the pent-up demand by our US fan base who have seen the brand all over the red carpet,” said founder Farah Naz.

“Riley Rose’s forward-thinking approach to beauty, coupled with its presence in the top US regions make them the perfect launch destination for us.”

Naz, a biochemist by profession, founded the brand in 2013 after she struggled to find an affordable foundation to match her skin tone.

The brand’s hero Invisiwear Liquid Foundation is available in 16 shades.

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