People

People behind F3

F3 brings together company leadership, product engineering and fashion expertise. As a US Life Coaching venture, it connects practical lifestyle guidance with a belief that personal style should leave room for individual choice.

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  Usman Sana

  Chief Executive Officer, USLC

  Company & product direction

  Usman Sana leads US Life Coaching, the company behind F3. His focus on product purpose and customer trust brings a clear direction to F3: practical lifestyle guidance that respects personal choice.

  Biography

  Usman Sana is Chief Executive Officer of US Life Coaching, the company behind F3. He leads company direction, product purpose and the commitments USLC makes to its customers. His background includes leadership development, executive coaching and corporate training. For F3, that perspective connects everyday confidence with practical, user-directed guidance across Face, Food and Fashion. His emphasis is on keeping the product’s purpose clear, its public promises grounded and its customer commitments accountable to people.

  LinkedIn, Usman Sana (opens in a new tab)
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  Usman Farooq

  Chief Technology Officer, USLC

  Technology & product engineering

  Usman Farooq leads technology and product engineering at US Life Coaching. He brings that work to F3 through usable digital experiences, privacy-aware design and AI features guided by the preferences people choose to share.

  Biography

  Usman Farooq is Chief Technology Officer of US Life Coaching. His responsibilities span technology strategy, platform development, product engineering and system reliability. With an earlier background in digital marketing, search and web development, he brings a practical understanding of how people discover and use digital products. In F3, his focus connects the product experience with responsible AI implementation and privacy-aware design, translating lifestyle concepts into tools people can understand and use on their own terms.

  LinkedIn, Usman Farooq (opens in a new tab)
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  Muhammad Fawad Noori

  Director of Fashion, F3

  Fashion direction & cultural expression

  Muhammad Fawad Noori brings more than two decades of experience in fashion design, creative direction and styling to F3. His perspective combines cultural expression, sustainable design and practical ideas for personal style.

  Biography

  Muhammad Fawad Noori is Director of Fashion at F3, bringing more than two decades of experience across fashion design, creative direction, styling and design education. His work connects sustainable practice with culturally inspired design, informed by international collaborations across Europe and Asia. He also brings an academic leadership perspective from textiles and fashion education. At F3, that background supports a fashion direction that makes room for personal preference, cultural context and individual expression, helping style guidance feel considered rather than generic.