LONDON — Makeup artist Fara Homidi is moving at a swift pace.

Her beauty brand launched in the U.K. in June and will be entering Selfridges on Oct. 27, her first big luxury department store.

Homidi has been gunning to get into Selfridges for three years. “It’s iconic and it’s such a nice intersection between fashion and beauty , which is where my brand lies,” she said in an interview.

The department store’s international presence and clientele also played into her decision making.

“Our first foray into a luxury department store is really exciting because the international customer is someone that’s important to me, especially because the brand is called Fara Homidi, which is radical in the sense that you don’t see a lot of luxury brands with that sort of name,” Homidi said.

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