Fatima Sheikh

Fatima Sheikh

Owner / Color/ Style/ Makeup Artist


Fatima Sheikh is a California native and the founder and owner of F.S. Charlie Salon, named in honor of her grandfather Noor Muhammed Charlie, the legendary comic of Bollywood's silent film era. Located in the heart of Tribeca, New York City her passion for hair and beauty began at the tender age of 18, where she wanted to venture a different path in order to express her heritage and personal style. With the suggestion of her cousin Hollywood actor Yawar Charlie, she styled for a notable NYE party in West Hollywood. This would be the beginning of her adventure. The rest as they say, is history. Having graduated from the San Francisco Institute of Esthetics & Cosmetology with flawless marks, Fatima eventually relocated to New York to join Rare Salon founded by celebrity stylist Ruth Roche. In 2010 Ruth passed the torch to Fatima, where in the winter of 2015 she rebranded the salon name to now be known as F.S. Charlie.

Now in her 5th consecutive year, Fatima continues to cultivate strong relationships in the hair community, by continuously pushing the boundaries and stressing the importance of mentoring the next generation of stylists through education and hands on training. In addition, she is an active member of the Summit Salon Business Center which coaches aspiring entrepreneurs and some of the most profitable salons in North America today.

Fatima is a certified makeup artist having trained with MAC cosmetics for 4 years. She is also a skilled henna artisan and eyebrow threading specialist which she learned from Sumita Batra of Ziba Beauty. She worked in television and film, with hair stylist's Michael White and Deborah Dietrich, on the highly acclaimed 2008 film “Milk” starring Sean Penn.

Her accolades and savvy sense of style continues to lend it's expertise to a continuously growing portfolio, having worked with such luxury brands as Amrita Singh, Chanel, Chloe, Dior, Rock & Republic and Sexy Guru during NYFW and LAFW. She has provided artistic hair & makeup lead on editorial campaigns for talent and lifestyle brands D. Brand, L.A. jewelry designer Kylee Fauss (Miss Wax), Grammy artist Louie Vega (Masters At Work/Vega Records), Nickodemus (Turntables On The Hudson) and renowned Bhangra music pioneer DJ Rekha (Basement Bhangra) to name a few.

Fatima's extensive knowledge of Bollywood style has made her a highly sought after authority within the South Asian fashion industry as a master fusing together the perfect balance between heritage and tradition for todays contemporary market. She has worked closely on the runway with globally recognized designers Farah Ieghari, Hassan Sheheryar Yasin, Priya Kataria Puri, Rani Emaan and Shyamal & Bhumika.

Ruth Roche

Fatima Sheikh

Color / Style / Art Director

Ruth Roche opened RARE Salon in NYC's downtown hotspot, Tribeca, marking another milestone in her career. She and the RARE team are among the most sought after stylists in NYC. Also home to the RARE Academy, the space is the perfect place for fellow stylists from around the world to learn, grow and fuel their creative fire. There is nothing Ruth Roche loves more than learning from and sharing knowledge with her fellow hairdressers. Whether you are speaking to Ruth one on one or you are one out of two thousand audience members; Ruth Roche will tap into your passion for the craft with a personal touch. She will leave you feeling confident and inspired.

Ruth has been honored multiple times by the North American Hairstyling Awards, including Master Stylist of the Year, and is featured in the documentary, "Stars Behind the Chair: The Leading Ladies of Hair." She raised the bar at Redken as Global Artistic Director of Design and previously for renowned British hairdresser Trevor Sorbie. She has traveled the world or both companies. Now she travels the world for RARE, sharing her experience and new techniques with fellow professionals. She uses her columnist experience writing for American Salon Magazine to write a refreshing, inspiring and (of course) humorous blog. She has also been a contributing editor to Milady's Standard Cosmetology, one of the leading textbooks for cosmetology schools. Ruth continues to demonstrate her impeccable skills while sharing her knowledge and motivating her peers and co-workers. Her dynamite personality and innovation keeps stylists falling in love with what they do and help them all realize their full potential. There is a reason why Ruth Roche has the staying power in the industry that she does; whether you are a walk in client at RARE or a super model on the set, she is the expert at making everyone feel beautiful.

Since arriving in New York City in 1990, Ruth Roche has exploded to the top of her profession as a hairstylist. With over 25 years experience Ruth continues to inspire her peers and her clients with her innovation, humor and talent. Salon owner, editorial stylist, platform artist and educator, Ruth's work has appeared in magazines such as Harper's Bazaar, Elle, Vanity Fair, Interview, Self, More, Lucky, In Style, Radar, Seventeen, and Cosmopolitan to name a few. Represented by Artists by Timothy Priano, Ruth maintains a busy freelance career.

Her celebrity clients have included Mariah Carey, Lindsay Lohan, Jessica Szohr, Sheryl Crow, Claire Danes, Molly Sims, Amy Adams, Kelly Ripa, Geena Davis, Pink, Milla Jovovich, Mariska Hargitay, Laura Linney, Mischa Barton, Jordan Sparks, Rosie Perez and Joan Cusack. She has worked with renowned photographers such as Annie Leibovitz, Gilles Bensimon, Stuart Shining, Troy Word, Raphael Mazuco, Phillipe Solomon, Mike Ruiz and Ondrea Barbe. Her creations have not only been on the cover of countless magazines but on the runways of many designers during New York's famed Fashion Week.

Addam Moreno




A true artist, Addam Moreno has always had a passion for the stage, fashion, fine arts & people. He has studied theatre, performance art, dance, & studio art. When he found a career in hair over 20 years ago, it brought all his artistic interests together. Shortly thereafter he discovered his love for teaching, a way of sharing knowledge and skills, to empower his fellow students, and to continue his own education.

Addam approaches hairstyling not only as a collaboration with the client but truly as living expression of his art– something that continually changes and evolves. His work has been featured in several art, fashion & hair magazines/blogs as well as on the runways of New York Fashion Week. He has performed in numerous theatrical productions, performance art pieces, fashion runway, and staged festivals. He has been seen as ensemble dancer and as a back up dancer for various events and shows, as well as finds inspiration in the everyday realm around him & translates what he experiences through the mediums of art, hair, & style.

He is a dedicated educator/mentor and for seven years was the Artistic Director for ISO Hair Products, a division of Joico/Shiseido. Addam joined the F.S. Charlie team in 2013 and currently spends his days as a Master Stylist/Colorist & Education Director, while continuing his pursuit of editorial & fashion work, cabaret performance art, and his travels throughout the globe exploring his art and fine tuning his craft.

Alana Lucas



Originally born and raised in San Francisco, Alana Lucas has a longstanding history with our salon. After finishing high school she moved to NYC to pursue her career in hair, where she graduated from cosmetology school at the Aveda Institute in Soho.

Her initial introduction to our family began while attending a seminar at her school where Ruth Roche (founder of Rare Salon) and celebrity stylist Bradley Irion did a presentation for the students. This meeting would forever leave a long lasting impression on her. In 2005 she joined the salon under the mentorship of Ruth Roche, where she would specializes in cut, color, extensions, textured hair and hair braiding.

In 2011 Alana left Rare and moved back to California. After a short hiatus, in 2014 she returned to our team now under the F.S. Charlie brand where she is currently a Senior Stylist and Cut/Color Educator. With over 10 years experience in the industry, Alana has developed a loyal client following who can expect impeccable service with a smile.

Emmy Jayne Finkeldie

Emmy Jayne Finkeldie


Known for her witty sense of humor and technical skills as an edgy hairstylist, this fiery redhead is a native to New York City. From a young age Emmy Jayne Finkeldie remembers cutting and coloring her little sisters hair. She was the go to girl by all of her peers whenever they were up for a dramatic hair color change.

Emmy began her educational journey beginning with the Borough of Manhattan Community College, when she realized after a year that hair was her true calling. She fulfilled this destiny by later enrolling at the Salon Professional Academy in Williston, Vermont becoming a licensed stylist and receiving her cosmetology degree.

In the summer of 2012, Emmy joined the F.S. Charlie team, where she is a currently a Stylist & Assistant Educator. In addition to servicing her clients with exceptional hair, she collaborates with master stylist Addam Moreno on various editorial photo shoots and campaigns. Notable projects to date include teaming up with Parsons School of Design and styling with the Oribe team during S/S '14 NYFW. Emmy most recently teamed up with Addam to style the S/S'15 collection for Italian apparel brand Malph Philosphy during NYFW held at the trendy Gansevoort Park Avenue Hotel.

Her continuously growing celebrity clientele include Kelly Bensimon, Laura Benanti, Tish Cyrus and Nicole West Winnaman's hair for the MTV Awards.

Lissa La Marca

Lissa La Marca


Lissa La Marca is a multi-faceted stylist in more ways than one. Born and raised in Bridewater, New Jersey, she attended the University of Rhode Island where she soon realized her destiny would soon lie in the hair & beauty industry. Feeling the need to fulfill this desire, Lissa enrolled in the prestigious Arrojo Cosmetology School in NYC where she would excel and receive a styling award judged by her academy peers along with founder and celebrity stylist Nick Arrojo himself.

In the fall of 2013 she joined F.S. Charlie and is currently now a full time stylist offering extensive services in cut and color. Known for having great customer service with a smile, she is also an accomplished pianist, guitar player and singer. You may even be treated to Lissa humming a tune as she takes care of your hair during your next appointment. She is also an Xtreme Lash stylist.

Kat Weingartner

kat weingartner


Trained and certified the winter of 2013 at the Arrojo Cosmetology School in NYC, Kat Weingartner is the newest member to join the F.S. Charlie team in 2015 as an Apprentice.

Raised in Wayne, NJ she relocated to NYC to fulfill her career in hair beginning at Eva Scrivo before making her way to Dry Bar. Kat has had a love affair with hair since the age of 9 and has brought her unique sense of humor, love for music and exceptional blow dry skills to to our salon.

Mahvesh Javeed

Mahvesh Javeed

Salon Coordinator & Hospitality


Mahvesh Javeed joined the F.S. Charlie team in 2014 with a wealth of corporate knowledge and experience. A true native of Queens, NYC she received her formal education at Rutgers University where she obtained her B.A. in Psychology and M.A. in Psychology at Boston University.

Mahvesh's professional background within the restaurant management, financial and marketing industry can easily be noticed by her stellar ability to multi-task projects, time management, customer service awareness and daily operation managing the salon.

Mahvesh also has an appreciation of beauty & wellness, as she loves to dabble and express herself through hair color and makeup. She is currently in the process of also receiving her MSAc degree in an accelerated program at the Tri-State College of Acupuncture.