Female Founded: Fara Homidi

In celebration of the brand’s UK launch in June 2025, we caught up with Fara on her journey so far…

What inspired you to start Fara Homidi Beauty? What gaps were you looking to fill in the sector? 

I wanted to create a brand that had all of my expertise infused into it and that sat in the fashion space, because that is where my true love lies, really. I do runway shows and campaign work and editorial, and I think that's a different angle when it comes to beauty than what has traditionally been out there. Within the luxury beauty industry, there is a gap when it comes to being complexion-considerate: the shade range stops at a certain point. A lot of times, ranges are giving you two deeper shades, and the rest are light to medium. Mine is pretty even in the sense that there's five light, five medium and five deep. I also wanted to make sustainability sexy and desirable, and not just about greenwashing. I was asking myself these questions: if you are promoting refills, do people want to refill that product? Is the product built to last? A lot of times, you'll get plastic components that are refillable, but by the time you want to refill them, they're already cracked and broken. 

How do you balance your own artistry with the business angle of a product? How do they inform each other?

Every product I've created has come from techniques and styles that have been my signature. I love a lived-in, smudgy lip, so  I made a product – the Essential Lip Compact – that has a texture that gives you that sort of look I get on the runway without the work. The colourways that I choose are based on my favourite shades from runway shows. The blue packaging comes from looking at my artistry, picking up my favourite images and being like, “Wow, this blue is in all of these images.” There's so much power in colour: if you're putting out shades that don't exist in the market that people need, even that is just so revolutionary.

Do you have any makeup rules that you love to break?

I think I break all the rules. Typically, you would put a powder on after a cream and never vice versa, but if you know what you're doing, and you have a certain texture that you want to create, you can totally break that rule. You just have to know how to manipulate the product. 

What themes and ideas would you like to bring to the mainstream through your brand? 

For a long time, there was this idea that products should be 24-hour-long wear, and in order to achieve that, you had to use products that were full of chemicals, and that had a certain amount of play time before they set. I'm trying to break that concept. I don't think you should have makeup on for 24 hours. I do think things should be long-wear, but they should be beautiful when they fade. I think there's beauty in the breakdown, in the idea that something can crease or be malleable. It's a concept I'm trying to get people comfortable with.

Who is your muse when you are designing products? 

I will always be my own muse in the sense that I am creating colours and textures and products that I like. I am the first person who tests everything out and it does have to pass my test. I think that's important because I am in my 40s: I don't have 20-year-old skin. Sometimes, I have a person in mind: I've grown up with a lot of the big models that you see today, and we've all kind of raised each other. For example, Paloma Elsesser has a shade that's very particular to her skin tone in our Essential Face Compact. Her skin tone is one that most brands don't get right, it either goes too yellow or too peachy. I wanted to really nail something like that.

You've just launched the Soft Glass Lip Plumping Oil. Tell me about why we need this product!

I grew up in the 90s, and I love that super glassy texture that you get from, let's say, MAC Lipgloss. Unfortunately, anytime you traditionally get that crystally sheen, it's a tacky consistency because in order to get that much shine, the ingredients used give you a sticky feeling. I wanted to create something that where you get that sort of shine, but you're also getting lip plumping properties, max hydration and a super comforting feel on your lips. Basically, it was an oxymoron, something that I don't think really exists. I think that’s really exciting. 

What can we expect for the future of Fara Homidi Beauty? 

I’ll give you one clue as to what we're focusing on - it’s an area of the face for which we have no products currently. I think that this next series of products is really fun. What I've started with before is really the basics, and I think they're exciting, but now we're having a little bit more fun with colour. I always come back to, “Why did I create this brand?” And it's because I just want to put out products that I really believe in, that seem to bring joy to people, and to always keep my eye on the prize. It's about adding some artistry and joy to your everyday, and that's about it. 

Shop the Soft Glass Lip Plumping Oil here.