Fara Homidi Elevates the Artistry-Led Makeup Brand

NAPA, CALIFORNIA – In launching Fara Homidi Magnificence, celeb make-up artist and founder Fara Homidi needed to create merchandise which can be as efficacious to make use of as they’re lovely to have a look at.

“As a make-up artist, I’ve entry to every little thing … I seen that numerous the trade normal finest merchandise on the market weren’t clear,” she mentioned, including that those who did carry out on clear requirements have been usually missing in shade vary.

Fara Homidi Magnificence, which was introduced because the winner of the Inventive Execution Award on the inaugural Enterprise of Magnificence International Awards on Jun. 4 in Napa, California, brings a inventive method to designing professional-grade clear cosmetics. With merchandise housed in modern sky blue and deep orange packaging, that includes ergonomic shapes and opulent touches, Fara Homidi Magnificence additionally provides a make-up pochette produced from vegan leather-based that appears extra like a designer purse than a wash bag.

Magnificence as Artwork

The concept of the wonder product as an objet d’artwork is commonplace, with no scarcity of stylishly designed compacts, lipsticks and different cosmetics accessible for buyers. Nonetheless, many select type over perform, one thing that Homidi needed to vary.

“There’s numerous nice merchandise on the market…however I [am] maniacal about ensuring the textures and components have been finest at school,” mentioned Homidi.

In her work as a make-up artist, Homidi has painted the faces of Hailey Bieber, Paloma Elsesser and Alexa Demie. But she was unable to seek out merchandise that mixed the lengthy put on, color payoff, shade variety and superior textures she desired, alongside the clear credentials, resembling being paraben, talc and sulphate-free, that she discovered essential.

It took Homidi some years to seek out formulators and laboratories who may ship to her exacting requirements, whereas additionally having the ability to maintain the quantity she wanted. Saying she needed to “push” to get the textures she needed, Homidi mentioned a lot of her requests appeared paradoxical.

“[I would hear] ‘you possibly can’t have one thing that has glide and bounce that’s additionally velvety and powdery’. These two issues don’t make sense,” mentioned Homidi. Her persistence paid off. The vary, which incorporates lip liner, a complexion compact and a lip compact, is stocked in cult international retailers like Violet Gray in Los Angeles and Dover Road Parfums Market in Paris, while additionally being accessible in Mexico and Italy, and in Goop shops.

What’s Subsequent

Fara Homidi Magnificence might have begun its retail rollout with insider-favourite outlets, however this month, it’s taking a significant step into mass retail. On June 1, the brand became available to shop on Sephora’s e-commerce site, with a brick-and-mortar launch slated for 2025.

It’s a pure subsequent step for Homidi, who was additionally accepted into Sephora’s Speed up programme in 2022, which she described as “a six month crash course in all issues enterprise magnificence.” The model founder, who got here to the U.S as an Afghani refugee as a baby, believes that the time is true as the wonder world — and its clients — are prepared for larger requirements.

“I simply felt just like the time was now,” she mentioned. “I’m somebody who actually follows my intestine intuition.”

Subsequent on her agenda is wider international growth, together with Australia, Canada and the UK as soon as the model is prepared. New merchandise that mix skincare and make-up are additionally in growth.

The model is open to all, says Homidi.

“That might be males or girls … nevertheless you see your gender,” she mentioned. “It’s for anybody who desires one thing that feels particular that they will nonetheless use on daily basis.