Fara Homidi Beauty is expanding its range of colour cosmetics with the introduction of two eyeshadow compacts, marking the brand’s first foray into eye make-up.
The Essential Eye Collection, launching 18 February, comprises the Essential Eye Compact, launching in two colourways with a trio of shades in each, alongside the Blur Brush for seamless application.
The brand’s founder, celebrity make-up artist Fara Homidi, shared with Cosmetics Business that the decision to break into eyeshadow was inspired by her work backstage at fashion shows.
“I follow my gut instincts when creating newness, and there is no true formula as to what the next category will be at Fara Homidi,” said Homidi.
“However, I have been creating fun eye looks for the past several runway seasons, so naturally, eyes have been top of mind for me.”
Unlike other shadows, which shy away from formulas that crease and settle, Homidi has leaned into this “lived-in” look with the launch.
Homidi added:“My general artistry technique to make powder shadow look more ‘lived in’ was softening the shadow with a cotton bud dipped in a cream eye makeup remover.
“This immediately made the eyeshadow look revitalised and almost like a part of the skin, rather than sitting on top of it.
“‘Non-crease-proof’ and ‘lived-in’ have been phrases that the industry has shielded away from for decades, and so my eye compacts are going to really turn the category on its head.”
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