SimiHaze Beauty has officially arrived in the UK. The make-up brand, founded by twin sisters Simi and Haze, launched last year but until now hasn’t been available this side of the pond. This week it debuts in Selfridges, with a week-long pop-up to mark the occasion at the Oxford Street flagship store. It will be the first time the products have been sold in a brick and mortar location.

“We’re so excited to be launching SimiHaze Beauty in London at Selfridges,” the sisters say. “Our pop up will introduce a whole new audience to our ethos of minimal-optimal beauty and allow people to touch and feel our products’ innovative formulas,  textures, and finishes.”

Modelled after the brand’s Velvet Blur lipstick vase, the pop-up has been created with a soft touch finish, to offer shoppers a complete sensory experience. It will host the full range of SimiHaze Beauty products, including Sun Flush All over Tint, Super Slick Lip Balm, Eye Play Gem Pack and more. All the products are housed in sculptural packaging inspired by Simi and Haze’s love of fine art.

“Simi and Haze’s perspective on minimal yet maximal beauty is something we are so excited to see and look forward to our customers discovering the range” says Melissa McGinnis, head of beauty buying at Selfridges.

The pop-up will be open from October 20-26 in the Main Beauty Hall on the ground floor of Selfridges. Following the end of the pop-up, products will be permanently available at Selfridges and on the brand’s website.