Twin sisters Simihaze (Sama and Haya Abu Khadra) announce the official launch of Simihaze Beauty. They already teased in June on their Instagram page a book of holographic, blacklight, and neon eye decals inspired by their favourite past make-up looks. The sisters have always maintained a worldly view and a lifestyle that synthesises music, art, fashion, and beauty. They grew up in the Middle East and Eastern Europe before studying and living now in Los Angeles. Fastly spotted in the Paris Fashion Week's street style, especially for the Chanel shows. The twins were also shot by Karl Lagerfeld himself for the iconic The Little Black Jacket exhibition.
With a campaign shot by the fashion photographer Hugo Comte, the brand officially launches Capsule 1, a collection of three products: the Velvet Blur Matte Lip Balm, a weightless-feeling, moisture-infused matte lipstick that delivers high-intensity pigments yet hydrates like a balm. In universal shades for all skin tones, from blush nude to bitten berry.
The Sun Flush All Over Tint is a cushiony tinted serum meant for eyes, cheeks, and lips in a unique demi-matte finish, an instant healthy flush in a bottle.
The Lip Trace Liners are delicately infused with jojoba oil to plump and define without flaking or feathering.
“We’re firm believers that we don’t need more things,” says Simi. “We need better things.” To that end, the sisters embarked on a journey of duality—day and night, form and function, minimal and maximal — to create products that are intuitive and artfully designed, housed in sculptural packaging inspired by their love of fine art.
Incorporating hydrating skincare ingredients like hyaluronic acid and jojoba oil, Simihaze Beauty combines innovative textures with skin-loving formulas to create a unique make-up collection. “The future of beauty is minimal optimal,” says Haze, a sentence that reflects the brand’s ethos of the maximum amount of output with minimum effort. Beauty is the beginning of a new era for beauty: one that celebrates living in the moment, not overthinking, and using make-up as a gateway to endless creativity.