London-based cosmetics brand EX1 Cosmetics is making its in-store debut in the U.S., having inked a new brick-and-mortar retail partnership with Forever21’s Riley Rose specialty beauty boutique.
The cosmetics brand is set to launch inside Riley Rose in late April of 2019. The debut will feature the brand’s popular Invisiware Liquid Foundation, known for its offering of formulas with olive and yellow-gold undertones, as well as its Delete Fluid Concealer, the brand’s latest product launch.
“Riley Rose’s forward-thinking approach to beauty, coupled with its presence in the top U.S. regions make them the perfect launch destination for the U.S.,” said the brand’s founder, Farah Naz.
Despite its minor presence in U.S. previously, the EX1 brand has already made noteworthy appearances on some of the country’s most high-profile celebrities, including Kylie Jenner, Britney Spears, Cardi B, Rami Malek and The Weeknd.
EX1’s expansion into the U.S. retail market follows its recent launch into the Middle East and Australia earlier in the year. In addition to global expansion, the brand has also strengthened its presence back home, inking a retail deal with Walgreens-Boots for store locations throughout the UK and Ireland, in 2018.