2 April 2024 |
Issue 02 of 10 USA – DARE TO DREAM – is on newsstands March 25th. Pre-order your copy here.
Beauty Editor CELIA ELLENBERG
FACE CASE
MAKEUP ARTIST FARA HOMIDI’S NAMESAKE BRAND IS BACK WITH A NEW COMPLEXION COMPACT THAT IS DESTINED FOR ICON STATUS.
When Fara Homidi launched an $88 dual- sided refillable sky-blue lip compact last spring, not even she could have predicted its runaway success. “But I’ve always been someone who has believed in creating your own destiny,” says the Afghanistan-born makeup artist, who was part of Sephora’s 2022 Accelerate program alongside 11 other BIPOC founders. The build around the brand has been incremental— intentionally. Rather than keep pace with traditional marketing schedules, Homidi has given the four duets of her Color Plush Soft Matte lip colors and Prime Baume, as well as six complementary lip pencils, time to stand on their own. But new year, new product.
“It’s the first of its kind, I’m really coining it,” the New York-based founder says of her Essential Face Compact, another dual-sided makeup staple that pairs the new Smooth Veil Soft Matte, a buildable complexion product, with a universal, gel-to-cream champagne highlighter, simply called Shine Baume. “You can customize your finish however you like,” Homidi says, suggesting a swipe of one of the 15 model-tested shades of Smooth Veil Soft Matte in the center of the face to even out skin tone, with an additional application of Shine Baume on the high points of the face for “a 3D effect.” A custom-designed multitasking Buffer Brush effectively blends both textures into the skin. “She is presenting a vision that is unique,” the photographer Zoë Ghertner, a frequent collaborator of Homidi’s, says of the singularity of the complexion system, which can ostensibly replace both concealer and foundation. Homidi’s signature lacquered-metal refillable clamshell compacts, rendered in red for the new line—and coming to a Sephora near you later this spring—will make it even easier to forget all about your old products.
