Simi and Haze Khadra launched Simihaze Beauty in July 2021. The brand was inspired by their life growing up in London, studying fine art and film in Los Angeles, and DJing unforgettable events around the globe. The sisters have a worldview and a lifestyle that synthesizes music, art, fashion, and beauty with the belief that "we don't need more things, we need better things."

The six capsules of intuitive products combine skincare ingredients with innovative textures housed in sculptural packaging that reflect the brand's ethos of maximum output with minimum effort.

Simi and Haze Khadra shared, "We're so excited to be launching Simihaze Beauty in London at Selfridges. 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."

The brand has made its offline launch with a splash at Selfridges' iconic Oxford Street store, with life-sized versions of their cult-favorite product packaging. The custom kiosk is modeled after the brand's best-selling Velvet Blur lipstick case fabricated using frosted acetate and sculptural components that connect with a soft touch finish that invites shoppers to touch and feel for a complete sensory experience.

Melissa McGinnis, Head of Beauty Buying, Selfridges said, "Simihaze Beauty is the next generation of innovative makeup for us and we are delighted to welcome the brand's creative take on beauty into our Beauty Workshops across our stores. 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."

The kiosk will be located in the Main Beauty Hall on the Ground Floor from October 20-26 and move to a permanent location within the Beauty Works Shop.