EX1 cosmetics launches in the Middle East

EX1 cosmetics launches in the Middle East

A foundation brand that boasts Kylie Jenner, Britney Spears and Cardi B among its fans is launching onto the Middle Eastern market for the first time, according to a report published by Emirates Woman.

EX1 will be sold via online beauty retailer Boutiqaat. Founded by British biochemist Farah Naz, the foundation line is designed to suit a wide range of skin tones.

“Digitally forward make-up enthusiasts across the Middle East saw that EX1 was regularly worn by Hollywood A-listers and supermodels, creating an appetite for the brand in the region. I feel the brand is perfectly suited to the golden tones of Middle Eastern women who completely fit the premise on which the brand was built,” Naz told Gulf News.

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