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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Fara Homidi Uses Cool to Sell Cosmetics

In a beauty universe controlled by celebrity, where name recognition is less of a benefit than a prerequisite, is there room for Fara Homidi’s under-the-radar version of luxury desire? A new product launch in June could give us — and her — the answer.
Makeup artist Fara Homidi is photographed on her couch at home, wearing a beige ribbed sweater and blue jeans.
“As a professional artist, I understand what you’re going to keep grabbing for,” Fara Homidi said. “On the other hand, there are celebrity brands that have a kind of name recognition.” (Aaron Stern)

Welcome back to Haul of Fame, your must-read beauty roundup for new products, new ideas and an eyeliner resurrection.

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Further Reading

Is Homemade Shampoo a Recession Indicator?

DIY haircare recipes made with red onions and stovetop rice water are taking over TikTok’s algorithm. Do they represent a fad, or a shift in the way people want to talk about beauty in uncertain economic times?

About the author
Faran Krentcil

Faran Krentcil is a contributing writer at The Business of Fashion. She is a New York based writer, editor and lecturer with a focus on fashion and beauty.

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