Simi & Haze Khadra’s beauty evolution10 Images
On the Wednesday morning in December when I meet Simi and Haze Khadra in London, the twins are hosting an intimate ‘beauty suite’ at Claridge’s. Decked out in SIMIHAZE BEAUTY products, including the Solar Tint blush duo which has become the only blush I use, the suite was an opportunity for the twins to introduce their brand to the press and influencers in London.
After initial hellos and bonding over Arabic nameplate necklaces and childhood weekend Quranic classes, the first thing that strikes me about the twins is their genuine excitement about their brand and the process of making it all come to life. “There are a lot of influencer-led or like celebrity brands where the people are not that involved,” Simi says, lighting up as she speaks about working on their products. “They’re not actually going to the [factory] labs in Italy, in the middle of nowhere. We have to drive two hours to get there but we were just used to it [because] we’ve been doing it for so long.”
Born in Saudi Arabia as Sama and Haya Abu Khadra, the twins grew up between Riyadh, London and Dubai, before eventually settling in Los Angeles after attending the University of Southern California. Over the last decade, they have travelled across the ranks of internet it-girls, after getting their start as a DJ duo.
Since launching their brand in 2021, the twins went from selling out fun eye stickers to creating a full beauty brand with a wide range of products. Now with a simple look through their hashtags on TikTok, you’ll find hundreds of videos of their stackable magnetic blushes, balms and bronzers. While their products – from the sculptural Velvet Blur Matte Lipstick Balm to the versatile Sun Flush All-over Face Tint – showcase their intrigue with making beauty products with truly effective formulas, the heart of the brand lies in its advocacy and philanthropy.
Over the last year, there has been an undeniable change in how people shop across all industries. As many consumers reconcile with what their hard-earned cash is spent on further down the food chain, there has been a rise in discussions surrounding ethical consumption. As Palestinian business owners, advocacy for their homeland was never an afterthought. “We do believe that social responsibility and having a business go hand in hand,” Simi and Haze state. “You cannot just have a business [without taking] into account social responsibility. We do that in all of our businesses.” This philosophy drives their beauty line, which is committed to vegan, cruelty-free formulas and renewable packaging materials. But their sense of responsibility extends far beyond eco-conscious practices.
Since the start of the genocide in Gaza, Simi and Haze have used their platform to advocate for Palestine and support humanitarian causes. On their personal platforms, they have raised awareness of the history of Palestine and they have used their brand as a vehicle for change by raising funds for organisations such as the International Rescue Committee (IRC) and the Palestine Children’s Relief Fund (PCRF). “There’s no beauty in being neutral, that’s just not a value of ours,” they explain. “Neutrality is just so bland, and it doesn’t stand for anything. Beauty is power, you know, and how do you take control of that? You have to take a stand for something.”
This stance has not always been easy. “Our audience has been kind to us in the beauty world. In the other world, it has been a little bit different,” they acknowledge. “It’s a long game, you know. We have to sit in this uncomfortable space of feeling a bit ostracised, especially living in LA, but it is a paper cut compared to what people are experiencing.”
For Simi and Haze, speaking out is not optional – it’s essential. They are steadfast in their belief that brands must evolve to stand for more than aesthetics. “Inclusivity was something that people were kind of striving for in the beauty industry, and now it’s everywhere. So the next thing brands have to do is stand up for something,” they urge.
Looking ahead, SIMIHAZE BEAUTY is expanding into complexion products, a process rooted in collaboration and inclusivity. “We ask for samples from the lab, we give them to our friends of all different complexions, and we ask them: is this product replacing your current one?” they explain. Leveraging advanced technology from Korea, they are committed to delivering products that meet diverse needs.
For Simi and Haze, beauty is a vehicle for change. By speaking out and raising funds for vital causes, they are demonstrating that advocacy and artistry can go hand in hand. “You can speak about what you believe in, and the right people will want to follow you,” they affirm. With SIMIHAZE BEAUTY, they are proving that beauty can be both impactful and transformative.
SimiHaze Beauty is now available in Selfridges and on Cult Beauty in the UK.
