Twins Simi and Haze Khadra combine creativity and innovation to create unique, high-quality beauty products that stand out in the market.
While it may seem like a new celebrity beauty line is announced every other week, what most people don’t realize is that these products lines take years to develop. For Simi and Haze Khadra, the jet setting celebrity twins known for their fashion looks, crowd-drawing DJ skills, and bold beauty looks, the idea for SimiHaze Beauty started three years ago.
“It’s been a long road,” they shared in an exclusive interview with Savoir Flair. “There were times where we almost felt like it was never going to happen. When you make something very high quality that you want people to trust, you have to work with the best labs and the best teams. They need to believe in your product too. We’re not here to slap our names on a product and make money.
While the two self-reported being late-bloomers when it came to experimenting with makeup, they are now widely regarded as beauty icons. Although their notoriety started in the fashion world – as they were often snapped front row at Fashion Week and are frequently seen on Instagram with a high-caliber circle of friends – it was beauty where they decided to build their business. “We use fashion and clothes as a form of expression. We were interested in new forms of expression, and beauty was really exciting to us,” they confessed. Beauty and fashion claim similar transformative powers, in fact, it can be said that the two realms share a symbiotic relationship—much like twins.
In many design partnerships, there tends to be a division of roles where one person handles the creative side while the other manages the business aspects. However, this typical left-brain/right-brain split doesn’t apply to twins like Simi and Haze Khadra. They complement each other seamlessly in their work, to the extent that their collaboration feels completely natural and effortless. Their strong partnership and mutual support have been key factors in shaping their vision for Simihaze Beauty from the very beginning, especially when they recognized significant gaps in the beauty market three years ago.
They noticed there were products missing that they personally wanted but couldn’t find. For example, their Velvet Blur Matte Lip Balm combines the rich, matte finish of a lipstick with the soft, moisturizing feel of a lip balm—something many in the beauty industry considered impossible. Refusing to accept limitations, they challenged their lab to innovate and develop new textures. Their determination paid off, and recently when they visited the lab for the first time since launching, the team expressed gratitude for pushing them to create something entirely new. This shared passion and dedication between the Khadra sisters and their collaborators have been crucial to the brand’s success.
When it comes to products with truly unique formulas, it’s not only the ‘Velvet Blur’ matte lip balm that stands out, but also the other two items from their first Capsule 01 collection: the ‘Sun Flush All Over Tint’ and the ‘Lip Trace Shape Liner’. With ‘Sun Flush,’ the goal was to create a blush that’s so natural-looking it’s almost invisible on the skin. The product gives a healthy, radiant glow by seamlessly blending into the skin, making it appear like a natural part of your complexion. It’s a liquid formula enriched with hyaluronic acid, which offers excellent skin benefits. The creators were careful to design something that doesn’t simply sit on top of the skin but acts as a supportive ally for it throughout the day.
At the same time, anyone who has ever tried to soften a traditional lip liner—which often starts off hard and inflexible—knows how challenging it can be, especially if you’ve attempted to warm it up with a lighter. Simi and Haze aimed to revolutionize lip liners by developing one that is not only precise enough to create a clean outline around the lips but also soft enough to be smudged gently with a fingertip to produce a subtle lip stain effect. Their ‘Lip Trace’ shape liner perfectly accomplishes this balance.
Capsule 01 reflects Simi Khadra’s belief that “we don’t need more things, we need better things.” At the heart of Simihaze Beauty is a commitment to solving long-standing problems with creative innovation. They see true creativity as the ability to combine two unrelated elements and make them work seamlessly together. While the beauty industry is flooded with numerous products, Simihaze Beauty strives to introduce items that were missing from people’s beauty routines. Their formulas are fresh, minimalistic, and highly efficient. This careful attention to detail has already earned enthusiastic praise from celebrities and customers alike.
The packaging also embodies their innovative approach. Presented in glowing mint green and blush pink shades, the packaging has a translucent, Lucite-like appearance. The sisters describe how each step in their creative process influences the next, with their diverse experiences—including DJing—naturally blending into the design of the packaging. They aimed to create a product that feels luxurious and special to hold, enhancing the user’s sensory experience. Quality packaging can shift the energy of the user and complete the overall feeling of indulgence.
Looking ahead, Simi and Haze plan to keep their audience engaged with regular new product launches, targeting releases every month or every other month. They emphasize that this is just the beginning of a broad and dynamic world they intend to build.
