Struggling to find a foundation your shade? This is the brand for you
Farah Naz, a biochemist with a degree from the prestigious Imperial College, broke into the beauty business in April of 2013. What made her delve into the world of makeup was that with all the options out there, she still struggled to find an affordable foundation that matches her skin tone.
With that, EX1 cosmetics came to life – a beauty brand that uses a blend of yellow and gold pigments that mimic the natural tones, for a perfect foundation match. The EX1 foundation is now available in the Middle East, thanks to online beauty retailer Boutiqaat.
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The brand’s first product, the Invisiwear Liquid Foundation took the beauty world by storm, becoming the go-to foundation for some of Hollywood’s biggest stars, like, Kylie Jenner, Britney Spears, and Cardi B to name a few. We interviewed Farah to know more about her company, which has been recognised by Forbes, as one of the world’s fastest growing and disruptive beauty brands.
What inspired you to start your own makeup brand?
I was on the quest for the perfect foundation and couldn’t understand why despite numerous shade extensions, foundations were always too pink or orange for my olive skin. Research confirmed that it wasn’t just me, and that 78% of women are unhappy with their current foundation. I wanted to create foundations that literally micro-matched skin tones, so I developed revolutionary pigments which are designed to be like skin-on-skin.
What were the first few steps you took to get your business up and running?
I travelled to the home of colour cosmetics: Italy. I wanted to get answers as to why I could not find the products I needed despite cosmetics being a billion-dollar industry. I visited practically every single lab in the region and that’s when I knew there was scope to make something new, something better.
How has your background as a biochemist influence the business?
Most cosmetics are created by chemists, but as a biochemist, you focus specifically on the chemistry within the body. This not only provides us with inside intel on ingredients, but we also have an understanding of the impact of skin health. It’s allowed me to create the highest-quality possible cosmetic formulas on the market that perfectly match the skin – and without the nasties.
How were the products received upon their release?
Our reception in the UK and US has been phenomenal. What started out as a word of mouth product then found its way onto the dressing tables of the world’s biggest superstars. Our Hollywood A-list and celebrity fan base is now off the scale and we’ve seen the products on everyone form Adele to Britney to Cardi B. 2018 was an amazing year for us where we were nominated for a slew of awards including Best New Brand by British Vogue. Most importantly, we’ve built an amazing family of EX1 fans all over the world who feel like their search for the perfect foundation is finally over.
Are you planning to branch out and start producing other makeup products or just face products?
We plan to stick with what we do best, creating the highest quality complexion-based products by developing ground breaking formulations. My philosophy to product innovation is simple: I don’t believe in making products to compete — I make products that will change the game.
You can now find EX1 products here!
Images: Supplied
