The merch scene of 2021 is turning into a multisensory expertise as a wave of musical artists step offstage and tune into an ever-growing house for beauty entrepreneurship. Halsey’s About-Face make-up line, the glow-centric skincare by JLo Magnificence, Woman Gaga’s Haus Laboratories, and naturally Fenty by Rihanna all level to a development out there: When an artist is understood for his or her look, the subsequent logical step is packaging it for followers.
Twins Simi and Haze Khadra, whose time as DJs on the jet-set get together circuit paved the way in which for Simihaze Magnificence’s Capsule 1 launch right now, rely themselves equally impressed by their very own stage make-up. The duo, who use the portmanteau as their shared alias, have been shifting in vogue circles because the days “earlier than Instagram.” That’s how the Palestinian sisters describe their beginnings in a joint name from London, sounding like elder statesmen on the ripe age of 28. The Khadras stay in Los Angeles, although they describe their sense of house as “transportable,” because of years of worldwide performances. “That’s after we actually began having enjoyable with make-up,” says Simi, recalling a time of ping-ponging appearances from Cannes to New York. Nonetheless, even the excessive factors—holding court docket at Tom Ford’s spring 2019 runway and afterparty, say—register as “a distant reminiscence,” says Haze. “We had been like, ‘Okay, we’ve achieved the entire vogue factor, and now we wish to evolve into a much bigger house that’s extra music-focused.” The pandemic’s halt on stay performances shifted their focus towards one other emotive alternative. “It was a very pure evolution,” Simi shares. “Magnificence turned part of our expression along with the sound, the music.”
Final month, the sisters teased an Eye Play Rave pack of peel-and-stick liner flicks that may be utilized and eliminated with out a smudge. It’s a format confirmed within the music world through Phyllis Cohen’s Face Lace, impressed by the London-based make-up artist’s work with New Romantics like Boy George; Cohen’s decals have been seen on pop stars Ariana Grande and Woman Gaga (who collaborated with the model for Haus Laboratories’ Armor Masque No. 1).
“Each my man and girlfriends love the attention stickers—they get so pumped to put on them out,” says Haze of Simihaze’s personal assortment of holographic and DayGlo decals, seemingly designed for nightlife lighting (or a Willow Smith music video). In the meantime, the trio of understated Capsule 1 merchandise—Velvet Blur matte lip balm, Solar Flush all-over tint, and Lip Hint liner—have discovered a equally crowdsourced enthusiasm. “We hold [the samples] at our home, and a few of my buddies actually come over to make use of them,” provides Haze.
The cruelty-free, vegan formulation embody elements like vitamin E–wealthy jojoba oil and hyaluronic-acid spheres for long-lasting hydration. A lot of the enchantment, although, arrives within the design: Velvet Blur glows at nighttime, whereas Solar Flush is available in a chunky, bubble gum-colored case. “I need individuals to place the packaging on their counters,” Simi says of making a product that appears “like a bit of artwork.” She mentions the enjoyment discovered by means of every day moments of sensorial expertise, one thing she considers “a apply of staying current.”
https://www.vanityfair.com/fashion/2021/07/simihaze-beauty-launch | Simihaze Magnificence Is the Newest Music-to-Make-up Pivot of 2021