The make-up brand by Simi and Haze Khadra, the Palestinian identical twin DJs and influencers, focuses on 'minimal optimal' beauty
Simihaze Beauty's pop-up at Selfridges flagship store in London
Simi and Haze Khadra, the Palestinian identical twin DJs and influencers, have expanded their beauty brand to London with a Selfridges pop-up.
Simihaze Beauty is now exclusively available via the luxury department store chain and will host a pop-up from 20-26 October to mark the launch.
The make-up brand was previously available in the US, Canada, UAE, South Korea and Mexico.
Marketed as “minimal optimal”, Simihaze Beauty’s product line includes eye gems, blushes, lipsticks and skin tints housed in minimalistic packaging.
The Selfridges Oxford Street pop-up is inspired by the brand’s packaging with a soft touch finish.
"Our pop-up will introduce a whole new audience to our ethos of minimal-optimal beauty and allow people to touch and feel our products’ innovative formulas, textures, and finishes, said” the Khadra sisters in a statement.
Selfridges’ Head of Beauty Buying, Melissa McGinnis, described Simihaze Beauty as the “next generation” of make-up.
“Simi and Haze’s perspective on minimal yet maximal beauty is something we are so excited to see and look forward to our customers discovering the range,” she added.