Fara Homidi brings its modern, minimalist vision to the UK at Selfridges

After a successful direct-to-consumer debut earlier this year, Fara Homidi Beauty has secured its first permanent UK retail home with a new counter at Selfridges Oxford Street.

The New York-based brand, founded by the Afghan-born, California-raised makeup artist Fara Homidi, has become synonymous with what beauty insiders call "runway skin" - a raw-yet-refined complexion. Now, British shoppers can experience her minimalist approach to makeup in person.

The Selfridges counter brings the full Fara Homidi Beauty collection to London for the first time. It will form part of the retailer’s Beauty Workshop, a destination known for its forward-thinking edit of cult and creative brands.

"Entering Selfridges is a major milestone for my brand," said Homidi. "Selfridges has long been a beacon for innovation and creative excellence in beauty and fashion, so it’s an honour to be part of such an iconic space. I’m thrilled to bring my vision of slow beauty, edited essentials and artistry-infused formulas to Selfridges customers."

Fara Homidi at the new Selfridges counter

Since launching in the US in 2023 and launching at Sephora US online in 2024 and in-store earlier this year, Fara Homidi Beauty has earned a cult following for its modernist minimalism. After calls from across the pond, the brand tested the British waters, launching direct-to-consumer online in May 2025.

Homidi’s two-decade career has made her a fixture behind the scenes of some fashion’s biggest moments - from Hermès and Loewe to Schiaparelli, Chloé, Off-White and Ferragamo. These moments have inspired her fashion-forward approach to cosmetics, creating
products that marry the precision of a makeup artist’s kit with the design sensibility of couture.

"Fara’s artistry and her ability to create minimalist yet striking looks is truly unique," added Kelly Orphanides, Selfridges Fragrance and Couture Beauty Buyer. "She’s a creative force and a true tastemaker in modern beauty, and bringing her brand into our space feels like such a natural and special fit."