Khadra sisters take beauty brand to London
US-Palestinian beauty moguls Simi and Haze Khadra are taking their eponymous label to the UK by officially launching at luxury London department store Selfridges.
US-born brand SimiHaze Beauty was launched in 2021 and boasts a range of products, including stick-on makeup designs.
“London !!!! Cannot believe we’re saying this but @simihazebeauty is going to be at @theofficialselfridges in store starting Thursday!! We’re also doing a major pop up on (the) beauty floor from 20-26 October!! Come meet us on the
21st from 12pm to 2pm and shop the product for the first time in person!” the sisters posted on Instagram.
The twins launched their cosmetics brand with a range of
Right: The twins founded a beauty brand named SimiHaze Beauty.
stick-on makeup designs that can be placed on the face for a bold beauty look achievable within seconds. The sticker book features an array of edgy designs inspired by their favorite DJ looks from the past, such as chrome wings, neon negative space eyeliner and holographic cat-eyes.
SimiHaze Beauty has expanded to include a range of products, including lipsticks, bronzing powders, a lifting mascara and more.
The beauty entrepreneurs and DJs, who grew up between Riyadh, Dubai and London, are known for their contemporary beauty looks and are often spotted in public with futuristic makeup, something they have managed to encapsulate in their brand.
“Our discovery of beauty didn’t come from a place of ‘oh, I have to wear makeup to look pretty,’” Simi previously told Vogue Magazine. “It was more ‘how can we use color in an interesting, fun and bold way?’”
The twins follow in the footsteps of celebrity peers, such as Kylie Jenner and Selena Gomez, who have launched their own beauty companies.
In the past, the globe-trotting sisters have fronted campaigns for brands including Off-White, Cartier, Michael Kors and 7 For All Mankind.
Meanwhile, their DJ career sees them traveling everywhere from the south of France and some of the Cannes Film Festival’s biggest parties, to California’s Indio Valley to play sets in front of eager crowds at the Coachella music festival.
They released their debut EP, featuring collaborations with the likes of Dev Hynes, in 2018.