Launch Date: March 2023
Geography: New York, NY, US
Founder: Fara Homidi, CEO + Founder
Executive Team:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Makeup
Funding: Private Equity
In March 2025, Sandbridge Capital made a significant minority investment in Fara Homidi Beauty.
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 30
The Fara Homidi world. A beauty brand with a fashion sensibility that speaks to a modern luxury consumer. It’s about the power of enhancing one’s own beauty and feeling confident in your skin. As a makeup artist insider in the fashion industry, I have created a brand that is very connected to my runway, campaign, and editorial work. I am at the forefront of runway trends and have the experience of working with top designers, stylists, and photographers, of which I've gained the trust and respect of over many years of collaboration. In creating the DNA of the brand, I have partnered with these teams from a new perspective, with me as the creative director, artist, and client—leveraging models from all over the world, representing a wide range of skin tones, to create inclusive shades and textures. The ethos of my brand is slow beauty: creating fewer, better products. Fara Homidi Beauty is design-driven clean beauty with an emphasis on planet-conscious luxury and a focus on being complexion considerate.
Insights: Fara Homidi, Founder + CEO
Why now and why you?
The most important aspect of my collection is its authenticity to myself and my work. I think that’s what makes it truly unique; it is a culmination of all my ideas, creativity, and experience, which wasn’t easy to do, but I think it sets this collection apart because it’s entirely my point of view. Part of that was also bringing complexion inclusivity to the luxury beauty space. I know people who enjoy luxury products and with complexions that have traditionally struggled to find something that felt like it was created for them, or even just considered them.
What fuels your competitive advantage?
I have always paid great attention to detail, and I believe this has been a pivotal part of my personal success as a makeup artist and the success of my brand so far. I think the skill that has taken me the farthest is learning to collaborate with teams—creating an environment where they feel safe to put themselves out there and be creative, while at the same time getting my creative point of view across without compromise.
What are you most proud of accomplishing to date?
My 10 + years of marriage to my husband Aaron Yoo, who is also the President of Fara Homidi Beauty, is my biggest accomplishment. For me it’s family over everything, and what is any success if you don’t have your most cherished loved ones to share it with?
What is the one thing you wish someone had told you?
The biggest lesson that life has taught me so far is that usually what feels like a setback pushes you to find a new solution, which keeps you creative and makes you think of new ideas or innovations you otherwise wouldn’t have. This is so important to keep in mind, especially when taking the risk of starting a business.
What would you tell your past self before starting this journey?
Same thing I tell myself everyday now: trust your gut intuition.
What does success look like in the next 3-5 years?
Fara Homidi Beauty is about legacy, longevity, and steady growth. I am so excited about this current moment and what we’ve already achieved in the short time since launch, and my dream of seeing these products in every makeup bag is coming true. In five years, I see Fara Homidi Beauty as a legacy luxury brand and an industry leader. Currently we are set to launch in select Sephora US stores in fall 2025, and I am looking forward to our Sephora three-year door expansion plan. My brand is also growing globally with a UK DTC launch in June 2025, as well as with a major UK retailer in fall 2025. We are also opening in Canada with a major luxury retailer fall 2025. My goal has been creating a place in the luxury beauty space where every person can see themselves and a community that feels special every day because their lives are enriched in some way by FH Beauty. I have some exciting things planned and I can’t wait to keep sharing this vision with the world.
What's one industry trend that is overhyped, and what's being overlooked?
Trends are fun and something we collectively can engage in, but when trends are the only inspiration happening, it can create a void of creativity and individualism. I would love to see a comeback of signature looks … if you look at past generations, people like Madonna, Blondie, Tina Turner, and Pamela Anderson all had very distinctive hair and makeup looks that were uniquely theirs. I used to often see people on the streets with their own exciting expressions via makeup and hair, and now "the look” is becoming more and more similar.
How do you think the industry needs to evolve?
Personally, I feel that a lot of brands are looking to other brands for guidance and direction. Because of this, the consumer is seeing a lot of the same message, imagery, and products. I think brands that deserve to exist are the ones on their own path, with their unique point of view and exciting innovations.
If you could wave a magic wand, what one wish would you make for your business?
My magic wish would be that Fara Homidi Beauty lives on well past me and continues to inspire and create newness that excites many generations to come.
