For founders of growing beauty & wellness brands

Your brand is ready for the world. Is your leadership team?

I help founders scaling into new markets build senior teams that can carry the growth, so every decision stops landing on your desk.

Apply to work with me See how I work

100+ beauty brands and founders worked alongside · Space NK · Huda Beauty UK launch

Brands I've worked alongside

Huda Beauty · NARS · Tatcha · Hourglass · Laura Mercier · OUAI · Sunday Riley · Youth To The People · Kevyn Aucoin · Dr. Barbara Sturm · Byredo · Maison Francis Kurkdjian · Chantecaille · Perricone MD · Oribe · Color Wow · Living Proof · Stila · Caudalie · Eve Lom · Erborian · By Terry · Virtue · Sana Jardin · Freck

Sound familiar?

Growth has a habit of landing on one desk.

The brand is flying. New markets, new retailers, new hires. And somehow you are busier, more needed and more stuck than ever.

  • Every decision, big or small, still waits for you.

  • Your new senior hire still hasn't found their feet.

  • You're launching in London or Dubai while the team at home is stretched thin.

  • Brilliant people who don't yet work as one team.

Work with me

Three ways to take yourself out of the bottleneck.

Start small with a Founder Review, go deep with the full Diagnostic, then keep momentum with ongoing advisory.

Founder Bottleneck Review

A focused look at where growth is getting stuck around you, and what to change first. Two to three weeks, two 90-minute sessions, a written summary of your top three constraints and a 30-day action list.

From $3,500 · credited if you continue to the Diagnostic

Leadership Team Diagnostic

A clear, confidential picture of how your senior team really operates, and a plan to make it work at the next stage. Five to six weeks, confidential interviews with 4–6 leaders, a Leadership Performance Map, a readout and a prioritised 90-day plan.

From $12,000

Leadership Advisory

A thinking partner for you and your senior team while the changes bed in. Monthly founder and team sessions, support in between, three-month minimum.

From $4,000 / month

See how each one works

Who I help

Made for beauty and wellness founders on the move.

Typically US brands with $5m–$75m in revenue, a leadership team in place, and a big step ahead.

  • Skincare & cosmetics founders

  • Haircare & fragrance brands

  • Wellness & supplement brands

  • Brands entering UK, Europe & Middle East retail

  • Founders with a new COO, President or investor

…and other founder-led consumer brands ready for their next stage

About Fara

I've watched brands go global from the inside.

For ten years I led in-house PR at Space NK, launching more than 100 prestige brands across the UK and US. In 2016 I led Huda Beauty's UK launch into Harrods and Cult Beauty. I've seen first-hand what happens to founder-led brands when they cross into new markets: the excitement, the pressure, and the moment the founder becomes the thing holding everything up.

Then I moved to the founder's side. I co-founded The Beauty Editor Amsterdam, a curated beauty retailer, where we brought brands like Huda Beauty and OUAI into a new market on exclusive terms. I exited the business in 2023. So I know what launching in a new country takes from both sides of the table.

Today I combine that commercial experience with coaching and organisational psychology to help founders build leadership teams that can run without them in every room.

  • 10 years leading PR at Space NK

  • Founder & exit · The Beauty Editor Amsterdam

  • Huda Beauty · led the 2016 UK launch into Harrods & Cult Beauty

  • ACC · credentialed coach to founders & C-suite

  • 100+ beauty brands & founders worked alongside

Expanding into the Gulf? Here's how I can help

How it works

Simple to start. Serious about results.

01 · A 30-minute call

We talk about what has changed in your business and where things are getting stuck. If I'm not the right fit, I'll tell you.

02 · Clarity on the real constraint

Through the Founder Review or the full Diagnostic, we find what is slowing your team down and why.

03 · A plan your team owns

You leave with clear priorities, clear owners and a 90-day plan, plus support to make it stick if you want it.

Kind words

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Ready to step out of the bottleneck?

Tell me a little about your brand and where it's heading. I'll come back to you within two working days with a few times to talk.

Apply to work with me