EX1 Cosmetics, the brand favourite of Hollywood’s A-list inks retail partnership with Watsons Dubai
Watson is part of the AS Watson group, the world’s largest Health and Beauty Retailer. The new retail deal comes on the heels of EX1’s massive success nationwide across the UK, where became the highest grossing new brand to ever launch across Superdrug stores. The partnership is aligned with AS Watson’s aggressive growth plans to launch 100 stores across the region over time, with Dubai Mall as their kick-off store.
Created by Imperial College biochemist Farah Naz, EX1 Cosmetics is the best-selling cosmetics brand that has disrupted the billion-dollar beauty industry with its unique pigments, originally designed to give women with olive skin tones their best complexion. After gracing the faces of everyone from Michelle Obama, Adele, Margot Robbie, Hailey Bieber, Cardi B, the Kardashians and a host of Hollywood’s biggest names, EX1Cosmetics quickly became popular with non-olive skin toned women, who found the unique blend of pigments was giving their skin a “superstar glow”.
On the deal, Founder Farah Naz says, “Over the last year, EX1 has experienced significant growth and we are extremely excited to expand our footprint in the Middle east retail market”. She further adds, “AS Watson is the ideal partner for us, sharing our passion and commitment for providing customers with the highest quality, cutting edge products. We are proud of the reputation EX1 Cosmetics has built as one of the UK’s most critically acclaimed make-up brands and we look forward to providing our products to a discerning group of Middle eastern customers”
EX1 has been named as one of the World´s top 5 most exciting beauty brands by NBC’s Today show. It has been critically acclaimed by beauty editors globally winning or being nominated for a plethora of accolades, including Best New Brand by British Vogue. It was even worn by Joaquin Phoenix as he collected his Best Actor Award at the 2020 Oscar’s, making the EX1 Delete Concealer the no.1 selling concealer overnight.
