Instagram Darling Farsali Gains Sales Momentum

Farsali, which now has seven products with the recent launch of Skintune Blur, is reaching serious scale. According to industry sources, the brand is expected to do between $35 million and $45 million in sales for 2018, roughly doubling the business. According to founder Sal Ali, who created the brand for his beauty-influencer wife, Farah Dhukai, much of the brand’s success should be credited to Instagram, the platform where the company’s Rose Gold Elixir took off. “One-hundred percent, it was Instagram,” said Ali, who continues to run and own the business. “Everyone was seeing it on their explore page, and what was unique about the way it was marketed was all the different ways you could use [it] as a skin-care product in conjunction with your makeup.” Beauty enthusiasts started mixing it in with foundation and dropping it onto their Beauty Blenders to blend out foundation, he noted. “That was probably the pivotal moment, when you’d see a lot of Instagrammers drop the Rose Gold Elixir, this 24-karat gold beauty oil, onto a Beauty Blender and start blending out their foundation,” he said. “That initially grabbed attention because no one had ever seen that application method, and they wanted to learn more about the product.” And

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