EX1 to launch in UK through Boots chain

By

Sandra Halliday

Published
Jan 10, 2018

EX1 Cosmetics, which has made an impact with its foundations that are claimed to offer a better colour match to real skin, is to launch nationally in Britain through the giant Boots chain.

As part of Boots’ ‘Beauty Finds’ initiative that aims to support entrepreneurial British brands, the products will be available in 184 branches in the UK and Ireland from January 17. Distribution is set to include all the chain’s top performing stores and flagships, as well as its website.

It’s a big move for the brand which is still at a relatively early stage in its development and represents its first nationwide brick and mortar presence.

EX1 was founded in London in April 2013 by biochemist Farah Naz and has carved out a niche with its “scientifically matched pigments”. It has just launched a marketing campaign in London with ads on on the London Underground network and on buses travelling prime routes through the centre of the city. The ads feature brand face Cindy Kimberly.

The brand has built its appeal on its “high-performance, high-pigment ingredients [that are claimed] to create the perfect ‘skin-on-skin’ effect, at prices that are affordable and accessible to all.”

Naz said of the concept: “I struggled to find my perfect foundation that was affordable. I wasn't alone with 78% of British women saying they would change their foundation if they found a better match, and over 25% struggling to find the right foundation shade altogether. This prompted me to revaluate the science of foundation pigments and I decided to curate my own range of products, moving away from the typical orange and pink pigments that are widely used and creating a unique blend of yellow and gold tones designed to be the most skin-like pigments on the market."

These pigments are the main feature in the brand's hero product, the Invisiwear Liquid Foundation.

Elizabeth Hewitt, a Senior Buying Manager at Boots, said: ”Our Beauty Finds area in-store and online was created to help customers discover the latest beauty products, and to inspire and educate them to try emerging trends. We want to support young, growing British entrepreneurial brands by launching them in large retailers.”