LONDON — Makeup artist Fara Homidi’s work has been on the runways of all the capital fashion cities, but it’s only now that she’s taking considerable steps in growing her eponymous beauty brand that she launched in 2023.

This week she’s entering the U.K. market , a place that she’s familiar with through her travels for her editorial work.

“The U.K. has always been on my wishlist. We’ve had a lot of demand and it’s people who are like-minded to the beauty that I’m creating,” she said in an interview.

Fara Homidi will be coming into the U.K. through its direct-to-consumer channel before partnering up with a luxury retailer in October.

“I wanted to do it the right way. I wanted to make sure that I was set up and bringing our full collection to the U.K.,” said Homidi, who has just b

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