The Tamesis
The brand has secured an undisclosed second round of investment from private equity firm Sandbridge Capital ahead of its Australian launch. Sandbridge Capital first became involved with the brand in February 2025, helping to build the team and develop its marketing and expansion plans in the UK, Australia and New Zealand. This new investment will build on this to support R&D as the brand moves into categories beyond color cosmetics.
“It’s been an ambitious growth year for us. We’re back to [Sandbridge] Having amazing numbers and expansion plans in the regions we want to grow and the products we want to launch,” said Homidi, who is also the brand’s CEO. “I didn’t say we wanted to hit ‘X’ numbers this time and this time around. Becoming a global brand is most important to me. Secondly, I just hope that we can continue to maintain our high standards to achieve future growth and momentum. “
The beauty market in Australia and New Zealand is heating up, with brands big and small heading in search of new growth opportunities. Hailey Bieber’s Rhode launched at Mecca in February this year, and last month, Amazon Australia announced it would stock more than 60 Korean beauty brands, including Cosrx, Mediheal and Dr. Melaxin. Beauty brands founded by makeup artists have had varying 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 the leader of parent company Puig, with 2025 sales of 845 million euros.
“Fara Homidi belongs to a more discerning group of artist-led brands that have been built with discipline from the start. What stands out is the combination of a tightly edited product range, a strong creative identity and early institutional support, allowing for more thoughtful expansion,” said Anna Sweeting, founder of The Equity Studio. “Artist-led brands do have a real advantage, rooted in product, truth and community.”
One clear shift is from broad, rapid assortment expansion to precision—fewer SKUs, higher intent, higher margins. New York-based Homidi plans to enter a new region backed by new capital, and her plan to differentiate is to speak to consumers through a product portfolio that puts luxury and sustainability first. In a crowded market, can she succeed?
