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.