EX1 Cosmetics has launched its full range of products into 184 Boots stores across the UK.
This will be the first bricks-and-mortar presence in the UK for the London-based brand.
The retail deal comes after EX1 rolled-out its first UK advertising contract on the London Underground network and red double-decker buses in Central London.
The campaign featured Cindy Kimberly who was discovered by singer Justin Bieber.
Boots Senior Buying Manager for Cosmetics, Beauty, Hair and Bath Accessories Elizabeth Hewitt said: “We want to support young, growing British entrepreneurial brands by launching them in large retailers.
“EX1 has a curated, yet wide variety of foundation shades, so it’s perfect for the Boots customer.”
EX1 was created by biochemist Farah Naz back in 2013 she said: “Despite the beauty industry being a £2bn industry, I struggled to find my perfect foundation that was affordable.
“This prompted me to re-evaluate the science of the 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 tines designed to be the most skin-like pigments on the market.”