The lifelike farah naz entrepreneur wasn’t something farah naz continually dreamed of.
For the founder of ex1 cosmetics, it changed into stimulated by using a selected problem farah naz desired to solve.
“it was pushed with the aid of a totally instinctive expertise of my enterprise and being at the purchaser give up of the difficulty that she faced,.
She could not get a foundation that matched my pores and skin tone.”
“it turned into a chunk like trying to shop for a pair of denims. Something you need to wear every day. And going to the high road and being advised.
They don’t make jeans on your length and which you need to go to harrods and pay three instances the rate.
Ultimately she were given to the factor wherein i idea it is time to trade the popularity quo,” explains naz.
And spoke to pals and circle of relatives who had exactly the same problem.
As a biochemist, naz already had the talents to do something positive about it.
She checked out the technological know-how of basis pigments.
While maximum brands have a tendency to use the same orange and pink pigments. She curated quite a number yellow and golden pigments to create a basis that matched her skin tone.
But even as it started off focused on olive pores and skin, it now caters for all.
Ex1 cosmetics focuses on the mass marketplace, which makes up 70% of all cosmetic sales.
In a notoriously aggressive enterprise, naz believes the product is prime. “as a brand when you differentiate at the product stage. This is something with a purpose to resonate with consumers.
She think that there’s a certain honesty and integrity at the back of our proposition. Which our fan base can truly relate to in a totally noisy market in which 85% of cosmetics claims are not actual.”