DUBAI: US-Palestinian DJ duo Simi and Haze Khadra are set to expand their new beauty line.
The twins launched their eponymous cosmetics brand, SimiHaze Beauty, on June 15 with a range of stick-on makeup designs that can be placed on the face within seconds for a bold beauty look.
The sticker book featured 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.
Now they are set to debut a lipstick, which they promoted on their joint Instagram account.
“Testing, testing, new things coming,” the sisters wrote alongside a photo of Simi donning red lips and covering one eye with a sculptural tube of lipstick.
The DJs, who grew up between Riyadh, Dubai and London, also posted a teaser video to their cosmetic brand’s Instagram page, revealing that the new formula will drop on July 27.
SimiHaze Beauty marks the sisters’ first foray into the booming cosmetics industry.
However, considering they are known for their contemporary beauty looks with an edge, the cosmetics range feels like it has been a long time coming.
“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.