The brand’s launch in Australia comes after a second round of an undisclosed sum of investment from private equity firm Sandbridge Capital, which first got involved with the brand in February 2025 to help it build up its team and develop its marketing and expansion plans into the UK, Australia, and New Zealand. This fresh investment will build on that, supporting research and development as the brand enters a category outside color cosmetics.
“It has been quite an ambitious year of growth for us. 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,” says Homidi, who is also CEO of her brand. “I’ve stayed away from saying we want to hit ‘X’ numbers by this time and this time. Being a global brand is of the most importance to me. Secondly, I just want forward growth and momentum in the way that we can continue to keep our standards as high as they are.”
The beauty market in Australia and New Zealand is heating up, with brands big and small traveling to tap new growth opportunities. In February, Hailey Bieber’s Rhode launched at Mecca, while last month, Amazon Australia announced it would be stocking more than 60 K-beauty brands including Cosrx, Mediheal, and Dr.Melaxin. Beauty brands founded by makeup artists have seen mixed success. Pat McGrath Labs filed for bankruptcy earlier this year (McGrath is now the creative director of La Beauté Louis Vuitton), while Charlotte Tilbury is a standout for parent company Puig, reaching €845 million in sales in 2025.
“Fara Homidi sits within a more selective cohort of artist-led brands that are building with discipline from the outset. What stands out is the combination of a tightly edited product universe, a strong creative identity, and early institutional backing that enables more considered scaling,” says Anna Sweeting, founder of The Equity Studio. “Artist-led brands do start with a genuine advantage, rooted in product, truth, and community.”
There’s a clear shift away from broad, rapid assortment expansion toward precision — fewer SKUs, higher intention, stronger margins. As New York-based Homidi plans to enter a new region backed by fresh capital, her plan to differentiate is to speak to consumers through a product assortment that puts luxury and sustainability first. In a crowded market, can she pull it off?
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