Business Is In The Eye Of The Blogger

By Muhammad Riaz Usman
Khaleej Times, Dubai, United Arab Emirates

WWR Article Summary (tl;dr) Sisters Nazanin Fara and Aida Farais have developed “Fara Beauty” into one of the biggest beauty brands in the middle east.


Having grown up in a business family, it was quite natural for Nazanin Fara and Aida Fara, co-founders of Fara Beauty, to start their own business at a very young age.

While the Fara sisters were looking for beauty products of their choice, they came up with a million-dollar business model.

“When we couldn’t find what we were looking for, we started designing our own products. When Nazanin’s degree in psychology and my business acumen got together, we realized the enormous potential of the Middle East market,” Aida explains.

“We saw an opportunity and decided to launch our product line. But before launching our first product, we did extensive research to figure out the demand of consumers, their needs and expectations. My knowledge of human psychology helped me better understand the trends and requirements of modern women,” Nazanin adds.

Fara Beauty, established in 2013, is a high-end cosmetics brand. Fara Beauty today is one of the most endearing names among beauty enthusiasts for products such as fake eyelashes, makeup brushes, 24 karat Rosehip oil, beauty sponges and face cleaning devices.

Nazanin recalls when she started Fara Beauty with her two sisters on a very small scale.

“With our personal savings, we started rolling the dice on this idea of starting our own cosmetic brand.

Thankfully, it has paid off. Today, we have a staff strength of 50 and shops in Dubai, Norway and Iran,” Aida says.

Nazanin, also a beauty blogger with 2.2 million followers on Instagram, explains that Fara Beauty’s website and outlets are a one-stop shop for cosmetic products.

She says that Fara Beauty focuses on quality and affordability. “It’s difficult to find a brand with a perfect combination of all products but we have tried our best to achieve it,” Nazanin says.

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