Fara Homidi’s Next Stop Is Selfridges

LONDON — Makeup artist Fara Homidi is moving at a swift pace.

Her beauty brand launched in the U.K. in June and will be entering Selfridges on Oct. 27, her first big luxury department store.

Homidi has been gunning to get into Selfridges for three years. “It’s iconic and it’s such a nice intersection between fashion and beauty, which is where my brand lies,” she said in an interview.

The department store’s international presence and clientele also played into her decision making.

“Our first foray into a luxury department store is really exciting because the international customer is someone that’s important to me, especially because the brand is called Fara Homidi, which is radical in the sense that you don’t see a lot of luxury brands with that sort of name,” Homidi said.

“One of the things that I’ve always said is that all good things come from London in the sense of artistry, film, music and fashion. The U.K. has a really beauty driven culture and people have signature looks and dress sense, they’re also specifically into color cosmetics, which is cool,” she added.

The brand will be bringing its eggshell blue and ruby red color palette to the beauty halls of Selfridges. 

Homidi custom designed the space and gondolas that her product range will be displayed in. There are two tables with video screens and red accents.

The entire Fara Homidi assortment will be available to shop, including its Essential Lip Compact and Smudge & Contour Lip Pencil.

“That was really important to me because of the international customer. I wanted to make sure that all of our shades were available and I have such an edited line, it’s a lot less than what you would expect from maybe some other brands. But there’s room for more, we’re growing,” Homidi said, winking at the idea of new product and category launches in the near future. 

Selfridges is a sign of Homidi’s growth, and the brand is currently stocked at Sephora, Goop, Violet Grey, Moda Operandi and Dover Street Parfums Market in Paris.

The brand has doubled its door count to 30 this year while tripling its revenue.

Its plan for next year is to enter 200 doors worldwide and to grow its revenue by five times or more.

“Since the launch of our viral Essential Bronzer Compact [in June], sales have been up over 500 percent year-on-year, while customer acquisition costs have halved and organic engagement has grown exponentially,” Homidi said.

The makeup artist is on a path of building out her luxury brand.

In February, the brand received an undisclosed investment from Sandbridge Capital, the same private equity firm that has worked with Thom Browne, Ilia Beauty and Youth to the People.

Homidi used the investment in building out her team and scaling into the U.K.

“It’s really important for our strategy and personally, that we are a luxury brand that makes everyone feel like they’re part of the conversation and are invited to the party — that’s what differentiates our brand from other luxury beauty brands,” she said.

Homidi may describe her brand as “slow beauty,” but its growth is smoothly fast.