Simi and Haze (Sama and Haya) Khadra, like sisters Jahan and Yasmine Yousaf, are a sister-duo of international DJs. In summer 2021 the influential artists debuted their iconic style into the beauty industry with their brand SIMIHAZE Beauty.
“We wanted to give people the highest-quality, most carefully curated, efficient products,” the twins told Vogue. “And the most aesthetically pleasing.”
Celebrities like Haley Bieber and Blackpink have posted selfies online wearing the duo’s peel-and-stick eye decor.
“You don’t need to know how to put makeup on to use these products. There’s no rules,” said Simi.
Simi and Haze Khadra join Music and Fashion together
“Music has always been a part of our expression and the makeup was a part of that expression, too. We thought, how can we make the two meld into each other and create a look that’s as memorable as our sound,” said Haze and Simi.
While attending college in the States, Simi and Haze modeled between classes and DJ’d for friends’ parties. The twins starred in Virgil Abloh’s Off-White and Michael Kors’ The Walk campaigns.
“We were the designated friends to play music at a party or in the car, and everyone would tell us that we should DJ,” the duo explained to Wonderland Magazine. “It got to a point where we realised that we should just go with it because it’s not natural to keep pushing something away that keeps coming back.”
“While we were DJing, we would see people in the crowd replicate some of our looks,” Simi explained. “They’d come up to us afterwards and ask us what products we used…so we thought, ‘How can we make it easy for people to replicate our looks?’”
Simi and Haze Khadra have a fashion-forward family
“When someone asks where I’m from, I always say I’m Palestinian first,” Simi told GQ Middle East. “We’re very close to our Arab heritage. I speak Arabic to my family and I go to the Middle East a lot…It’s bubbling up with creativity and energy and I want to be a part of it.”
Haze and Simi spent their childhoods between Riyadh, Dubai, London, and California. At 14 years old, they began attending runway shows as buyers for their mother’s boutique in Riyadh.
“Growing up, we were always taught that beauty comes from within,” said Simi. “It’s about walking into a room and not having makeup wear you, but expressing who you are through your essence and your energy.”
Simi and Haze both graduated with double majors in fine art and film production from the University of Southern California. SIMIHAZE’s sleek and sculptural packaging is inspired by the twins’ love of art and design.
SIMIHAZE boasts optimal results for minimal effort
SIMIHAZE released their first product, the Eye Play Sticker Book, in mid-June. The kit of neon and holographic temporary designs can be applied directly on the face.
On July 27, SIMIHAZE launched the three-product collection Capsule One. The VELVET BLUR Matte Lip Balm, SUNFLUSH All Over Tint, and LIP TRACE Liner come in several shades. SIMIHAZE’s products are vegan and cruelty-free.
“We wanted to create our dream products: nurturing for the skin, long-lasting and weightless,” Simi said.
The duo dropped Capsule Two on August 17. The collection includes the AM/PM Magnetic Eye Quad and the BLEND & LINE Dual-Ended Eyeshadow Brush.
“We created the line not to add clutter to your life, but to add an efficient product that’s high quality, high curation, that’s just going to serve humanity by making your life easier,” said Haze. “And that’s essentially what the tagline of the line is – minimal optimal – because it’s the minimal amount of effort with a maximum amount of output.”
“It’s the story of instant makeup. And that’s where the future of makeup is,” Haze said.
Shop Simi and Haze’s new beauty line at simihazebeauty.com.
