Fara Mahmood is the founder of The Beauty Editor. When you buy a product from us, Fara's the one you receive the thank you email from and if you pop into store you could well be served by Fara on the shop floor. After working in beauty PR in London for over a decade, Fara moved to the Netherlands to set up shop here, literally.
The Beauty Editor is three years old this summer and is a one-stop shop for expertly curated products by Fara and the in-house team. "I'm constantly on the lookout for new brands and products to stock at The Beauty Editor and we have a lot of brands reach out to us too. When a brand catches my eye, I'll get all the products in and myself and the team will try everything first. We won't always stock everything from every brand, instead the products we stock are the ones myself and the team really love," explains Fara. Hence the name The Beauty Editor, it's a tight edit of only the best tried and tested beauty buys.
If you haven't been to the store before, we're perched opposite a canal on the Herengracht tucked just a stone's throw away from a bustling part of town. "I pride myself on having created a really homely environment in the store. I designed it to feel like you're walking into my living room, it's comfortable and relaxed. It's also interactive - there are my favourite beauty books for you to read, skincare products downstairs and a sink so you can play with the testers, and a Riki Tall mirror on the makeup floor upstairs so you can take selfies after getting your makeup done."