SimiHaze Beauty: Building innovation from necessity

Simi and Haze Khadra, the Palestinian DJ duo, have been making waves in the fashion and beauty world for years. Known for their performances in some of the biggest venues in the world, the sisters have also become iconic for their eye stickers—a signature look that became a fast trend. This moment of light bulb moment of creative expression led to the launch of their beauty brand, SimiHaze Beauty, in 2020, a minimalist yet high-performance line that mirrors their ethos.

SimiHaze Beauty was born out of necessity, evolving into the innovative brand it is today. The journey began with the eye stickers that the sisters sported during their DJ sets. “We loved having a bold eye makeup look but hated spending ages in a makeup chair,” explains Simi. “So we wanted to create something that gave an instant bold-eye look.” The stickers quickly gained popularity, becoming a must-have for ravers and club-goers alike. This moment sparked something, and so the Khadra sisters decided to take matters into their own hands.

This was quickly followed up with their Velvet Blur lipsticks, a holy grail in the beauty world. Simi recalls the days of dry matte lipsticks: “We just hated how they left your lips feeling dry—do you remember that?” They set out to develop a formula that delivered the matte look without sacrificing comfort. The result? Velvet Blur, a lipstick that set the standard for a new generation of long-lasting, comfortable matte formulas.

“We were ahead of the curve,” Simi explains. “At the time, no one was doing what we were doing. Now, it’s a formula that’s popular and widely available, but back then, it didn’t exist.”

As the brand developed and changed, the twins explained that they became passionate about setting the brand apart. “It was because we started out creating things out of necessity. We need to do this in a way that differentiates us from every other brand on the market. And that all started with the packaging but the real star of the show is the formulas” 

The packaging is incredibly inviting. Whilst other brands opt for more edgy and glassy packaging, SimiHaze offers matte, pastel and rounded packaging that makes you want to take a bite. It’s delicate, sweet and frankly super effective. Their lip balms are pocket sized and magnetic, everything can stay in one place with its counterpart. 

When asked what the SimiHaze holy grail was, Simi exclaimed, “Oh my god, it changes all the time! The mascara is sort of like the underdog.” 

“It’s like, if you know you know” adds Haze. The Easy Lash Clean Lift mascara has tubular technology, making your lashes look longer by wrapping around the hair instead of building and sitting on top. One doesn’t usually stray from their go to mascara – but for anyone on the hunt, SimiHaze Beauty has you covered. 

“And currently the Soft Blur setting powder. They’re sold out because all the girls are going out with their tiny bags and they need their tiny powders.”

The brand has built a cult following, the girls explain that their products have been selling out internationally, including in Korea amongst men and women alike. “We’ve found that the beauty industry is loyal in ways other industries aren’t.” The Palestinian twins explain that standing firm on their politics and unapologetically supporting Palestine has left them feeling cast out in certain circles. This comes as no surprise as we’ve seen Hollywood blacklisting celebrities for being vocal about Palestine, but they’ve found solace in the beauty world. “We’ve developed a cult following from beauty as a result of our unwavering values. In other industries, you get ostracized for supporting basic human rights.” 

Ethics and values are the core of the brand. Frankly, this is clear to anyone who speaks gets to meet the twins. They love what they do and they want to make it the best. On the topic of emerging beauty trends, the girls admit they’ve not got their finger on the pulse, but it doesn’t sway them because they’re more focused on timeless formulas. 

“The trend turnover is so quick – we love these crazy emerging trends but we’re not really tapped in just because we don’t have our own personal TikTok accounts so we don’t feel swayed by the trends when it comes to the product. Our products stand the test of time.”

With products that blend practicality with glam, the Khadra sisters have created a beauty line that resonates with people who appreciate quality, community, and authenticity. And as the brand continues to grow, one thing is clear—Simihaze Beauty is here to stay, not because they follow the trends, but because they set them.