Fara homidi’s luxe beauty gambit: scaling beyond sabrina and kendall
Fara Homidi, the makeup artist behind the burgeoning beauty brand Fara Homidi Beauty, is strategically expanding its reach into Australia and New Zealand, fueled by a surprising 500% surge in sales since June 2025.
A ‘slow beauty’ approach, fueled by private equity
Launched with a focus on recreating editorial looks for celebrities like Kendall Jenner and Sabrina Carpenter, Homidi’s brand – boasting just six core products – is positioning itself as a luxury alternative to the fast-paced cosmetics market. The brand’s meticulous development, mirroring the standards of high-fashion houses, is attracting significant institutional backing from Sandbridge Capital, signaling a deliberate and considered scaling strategy.
“We went back to [Sandbridge] with amazing numbers and an expansion plan in terms of regions we’d like to grow in and products that we want to launch,” Homidi stated, emphasizing a commitment to quality and a global vision, resisting the urge to set specific revenue targets. This expansion comes after a second round of undisclosed investment, designed to bolster research and development as the brand ventures beyond color cosmetics.
Australia’s beauty landscape: a strategic play
Australia’s burgeoning beauty market, projected to reach $10.25 billion by 2028, presents a compelling opportunity. With Mecca, the country’s leading beauty retailer, already stocking the brand alongside international heavyweights like Charlotte Tilbury and Morphe, Homidi’s entry is being framed as a carefully curated partnership—one that prioritizes genuine connection over fleeting trends.
“They consume beauty differently over there, they want breathable and no-fuss products because of the climate they live in — and my products are finger-friendly, easy to apply and understand,” Homidi explained, highlighting the brand’s responsiveness to local consumer preferences. The launch events, including workshops and tutorials, demonstrate a deliberate attempt to build brand awareness and cultivate a loyal following.
Luxury defined: beyond the hype
Homidi’s approach extends beyond simply offering premium products. The brand's commitment to sustainability is evident in its refillable compacts, constructed from recyclable metal and bioplastic derived from responsibly sourced trees – a detail that reflects a broader ethos of mindful luxury.
“A lot of it was working with labs that had a great reputation, but that were also willing to take a chance on me based on my name in the artistry world and them seeing a future with the brand because of that,” Homidi recounted, emphasizing the importance of industry connections and a shared vision. The brand’s vegan formulations, crafted in Italy and Japan, further solidify its position within a growing segment of conscious consumers.
Despite the success of its eye category launch – which outperformed the bronzer collection by 30% – Homidi remains focused on steady growth, planning to cater to its existing markets while exploring opportunities in the Middle East. “They’ve heard of us, and they’re excited that they can purchase it when on their vacations or when stopping by our space, specifically because the name is stopping them in their tracks,” she noted, hinting at a carefully considered global expansion strategy.
“I didn’t want to take on more than I can chew. What’s worked in our favor is to be slow and steady,” Homidi added, underscoring her commitment to sustained success and avoiding oversaturation. Ultimately, Fara Homidi’s brand is not just selling cosmetics; it’s cultivating a dedicated following—one built on artistry, precision, and a distinctly considered approach to luxury.