Fara Homidi
Rooted in a rich blend of cultural heritage and decades of artistry, Fara Homidi has built a beauty brand that’s both deeply personal and refreshingly intentional.
We spoke with Fara as she reflects on her early inspirations, her commitment to slow beauty, and how Fara Homidi Beauty is creating space for authenticity, inclusivity, and everyday luxury.
Interview EMILY PETRUCCIONE
Introduction NICOLE GAVRILLES
Images courtesy of FARA HOMIDI
You were born in Afghanistan and raised in California, helping out at your mom’s beauty supply salon after school and on weekends. How did these early cultural and personal experiences shape your understanding of beauty and your interest in this space?
I would study fashion magazines closely, looking at the hair, the makeup, the lighting and what brought these images to life. It was a window into a completely different world than what was around me, of what life could be and what it could look like. The 90’s was such an interesting time, because there was a tangible shift from the high glamour of the supermodel era to alternative/grunge. Seeing fashion and beauty welcome models like Kate Moss that weren’t considered traditionally beautiful, really intrigued me and opened up my imagination to all the possibilities, and a feeling that those who were considered “alternative” can be celebrated.
At 17, you began working in retail beauty. What insights did you gain about people's relationship with makeup, and when did you realize that artistry was your true path?
The invaluable thing I learned from doing makeup in retail, is how to assess all complexions and work with different skin tones, textures, skin types (dry/oily and everything in between). It’s an education that I think you really can’t buy, and I highly recommend it to anyone as a great starting point in makeup! That said, when I was in my teens I imagined that makeup artistry would be my “fun” job and that I would need to choose an "adult" career , but when I tried something different, I really disliked it and immediately realized in my bones, that makeup artistry was the only path for me.
Looking back, did launching your own brand feel like a long-held dream, or was there a pivotal moment when it all clicked and inspired you to take the leap?
I began making mental notes on my beauty brand look and feel, ethos and the products in my collection over ten years ago. However, I didn’t think I would create a brand until the end of my artistry career. But as I was formulating my dream brand in my head, I told my husband my ideas one day in 2019 and he really gassed me up about them! He encouraged me to go for it, and it was the nudge I needed.
Your makeup style is often described as raw, sophisticated, and highly textural. How did this signature aesthetic develop?
My artistry has been informed by growing up in the 90s in the San Francisco area and pulling inspiration from different eras that speak to me like the 70s,80s and 90s, as well as the different cultures around me. Chicano culture was big at that time and that was a huge inspiration, and the area I grew up in was very multi-cultural and that definitely opened my eyes to how beautiful diversity is. I am inspired by authenticity, life, colors and textures and the real things around me have always been an important influence on my work. I personally think skin is such a beautiful thing, so I don’t like to cover it completely, but rather enhance the beauty of it by keeping skin fresh and playing with pops of color, shapes and texture on the eyes, cheeks and lips.
“Slow beauty means prioritizing quality over quantity and always being environmentally considerate.”
There’s a distinct visual language behind the brand. How would you describe the world of Fara Homidi, and what do you hope to evoke in someone when they use your products or first encounter the brand?
The key focus behind the creation of my brand was boiling down my career, style, and identity as a makeup artist into a product, aesthetic and feeling- that is why it feels distinct and specific. The Fara Homidi world is about the power of enhancing one’s own beauty and feeling confident in your skin. As a makeup artist this is deeply connected to my runway, campaign and editorial work–representing a wide range of skin tones, creating inclusive shades and textures in design driven packaging that feels easy and luxe when you use it.
You launched with a highly curated collection. What guided your decision on what to include in this first drop, and what made the Essential Lip Compact the centerpiece?
To me, skin and lips are the basis of any beauty look. I began formulating my Essential Face Compact at the same time as the lip collection, but I chose to launch with lip as it felt like a natural step for me to start with color and the face shades took much more time to perfect. The mouth is what we use to emote–the way you paint your lips can change your entire attitude–lips are so evocative. I also knew that with these dual formula systems I would be introducing an entirely new way to apply product and achieve the textures and finishes that are informed by my understanding of makeup. The Essential Lip Compact made way for this new system of application because people really took to it and loved the concept.
When developing shades, how do you approach inclusivity—not just in range, but in mood and storytelling?
When developing shades I think in terms of essentials, staples and modern classics, that will speak to a wide range of skin tones. When it came to lips for example, to me that meant reds and nudes. I developed my first four Essential Lip Compact shades with shade inclusivity in mind, making sure that there was a red and a nude for everyone. My philosophy is to use my expertise in color theory and test my products on my runway shows and shoots to make sure they work. The idea is that everyone should feel like their complexion was considered in my process of creating my shades and formulas.
Congratulations on the launch of your new bronzer – very excited about this! What was the vision behind it, and what sets it apart in the market?
Thank you! I wanted to create a modern powder bronzer that was self setting, yet performed like a cream so that it looked “alive” and mimicked real sun-toasted skin. Whenever I'm creating a complexion product I study a real moment on the skin. With the Essential Bronzer Compact for example, when studying a natural tan I noticed it has bronze depth and a pinkish undertone no matter your complexion shade. I created these four shades to represent that flush across a wide range of skin tones.
You describe the line as “slow beauty.” How do you define that in contrast to today’s fast-paced beauty industry?
Slow beauty means prioritizing quality over quantity and always being environmentally considerate. I create only best-in-class beauty essentials. This ethos underpins the entire collection, meaning from formulation to packaging I have been thoughtful about ingredients and materials. I designed each product with the idea of reducing unnecessary waste, using circular packaging and refills where it makes sense and minimizing plastic use wherever possible. I’m hopeful that the industry is able to sift through brands created by the experts and brands created for the sake of having beauty brands. I think this shift is already taking place.
The phrase “fewer, better products” guides the brand. How do you know when something is truly essential—and ready to launch?
I create products that I know will be the basis for everyday looks. It takes me a very long time before putting a product out- from packaging to formula and getting the exact undertones and finishes I want. For example, I began the development of my bronzer in 2022 and just launched them last month. I know a product is fully ready when I’ve spent years testing them on different complexions and when I feel it in my gut that the market is ready and hungry for it.
Your clean standards surpass typical definitions, even exceeding EU bans. What motivated that level of rigor?
There is so much technology and access to ingredients that are better for you and the environment, and I’m of the mind to always try to create the best product out there. It’s definitely a challenge to use a limited range of ingredients, and meeting them with sustainable custom packaging hasn’t been easy, but this was a non-negotiable for me when envisioning what my brand would stand for.
“It’s definitely a challenge to use a limited range of ingredients, and meeting them with sustainable custom packaging hasn’t been easy, but this was a non-negotiable for me when envisioning what my brand would stand for.”
The refillable Essential Compact is a favorite of ours. Can you share how that concept came about and why it was important to include?
I always felt like I was limited by complexion products that only offer one finish, for example, when you purchase a foundation or concealer you have to choose whether you want a glowy, satin or matte finish. As a makeup artist I wanted to have one product that could give you access to any/all finishes. That need is how I came up with a compact that had a soft matte complexion product that took the place of both your foundation and concealer, as well as an illuminator with a universal champagne sheen. The two textures allow anyone to customize their skin finish- by using the two products separately or by mixing them together or layering them in certain areas.
Tell us about your brushes—they’re crafted with such care and perform beautifully. How did you approach designing them, and how do they reflect your commitment to quality and sustainability?
All the brushes I have created are bespoke designs made to be user friendly with the formulas I develop with them. It’s all about the details for me and duality of use. It is important to me to create brushes that apply the right amount of pressure and pick up the precise amount of product for easy application. They are all handmade in Japan with vegan bristles and FSC certified wood and they are made to last.
You even partnered with Pact Collective to address product end-of-life waste—a step many brands skip. What prompted that decision, and do you believe beauty brands have a responsibility to tackle full lifecycle impacts?
I see clean beauty as °360 to cover everything from formula to cruelty-free, to packaging. Partnering with Pact Collective to provide end-of-life solutions for empties is part of this approach, because it completes the circle.
Do you have a go-to Fara Homidi look or product combo when you're getting ready quickly?
When I’m getting ready quickly (and in general!) I focus on accentuating the features I have while keeping my skin looking as natural and fresh as possible. Always my Essential Face Compact and Buffer Brush and currently, my must have is my Essential Bronzer Compact. It gives the perfect sun tanned underglow with tinges of pink undertones that really make you look like you’ve just spent the day in the sun. These days I’m loving a contoured nude lip that looks voluminized and a healthy amount of mascara fanned out and elongated on the ends to give me bedroom eyes.
“At the end of it all, I hope FH Beauty has created a space for the modern person to feel seen in the luxury beauty sphere… and are given an opportunity for daily moments of joy every time they use the products.”
Which product in the line do you find yourself reaching for most days?
Currently it’s my Essential Bronzer Compact, maybe it’s because it’s summer and I just want that look of heat and warmth on my skin, or because I am so excited about this launch! You can almost always find my Essential Lip Compact and Lip Pencils in my bag, no matter what.
What’s next for Fara Homidi—any hints on upcoming products or dream collaborators you can share?
There is so much in the pipeline and products I cannot wait to put out there. We have a very exciting addition to our lip collection coming this summer. All I can say for now is that it is juicy, plumping and delicious!
As your brand expands, how do you stay true to your original vision—and what meaningful impact do you hope Fara Homidi Beauty will create in the world?
It’s a very tricky thing because you always need to be moving forward, yet stay grounded. I often think of the FH person and envision how they are growing as humans in this world. Are they traveling and being fabulous or feeling more grounded and thinking about nature–what are their interests from year to year? For me it’s a mix of combining an element of surprise and innovation with something that feels at the same time classic, while always keeping my eye on the pillars that the brand was built on. That said, I don’t like feeling rigid about anything, and I allow myself the curiosity of questioning everything. For example, not everything is more sustainable as a refill, depending on the composition of components, a refill can just become two things that are wasteful vs one, and questioning that can lead to new and interesting solutions. At the end of it all, I hope FH Beauty has created a space for the modern person to feel seen in the luxury beauty sphere, feel that they are a part of the FH world and are given an opportunity for daily moments of joy every time they use the products.
New York based makeup artist Fara Homidi is renowned for her impeccable technique and minimalist style of makeup. She has garnered worldwide acclaim for her work in top publications such as Vogue US, British Vogue, Self Service, Double Magazine, Pop Magazine, Re-edition and Another. Her artistry has also been seen on some of the most coveted runway shows and fashion campaigns such as Off-White, Coperni, Ferragamo, Chloé, Hermès and Miu Miu.
Images captured by Zoe Ghertner, courtesy of Fara Homidi
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We spoke with Fara Homidi as she reflects on her early inspirations, her commitment to slow beauty, and how Fara Homidi Beauty is creating space for authenticity, inclusivity, and everyday luxury.