Mass Fay

About Mass Fay

Mass Fay (professionally known as Masoumeh Falaki) is a British-Iranian fashion model, fitness entrepreneur, and luxury retail professional based in London, United Kingdom. She has built a prominent digital footprint, amassing over 239,000 followers on TikTok and 121,000 followers on Instagram, by combining high-fashion street style content with athletic training and wellness coaching. Born in Iran; raised and currently based in London, United Kingdom.

Mass seamlessly bridges the worlds of high-end corporate retail and direct-to-consumer digital wellness:
• MassFitLab: She is the Founder and CEO of MassFitLab (managed via her private fitness extension, @massfitlab). The digital health brand operates as an online coaching boutique providing custom nutrition guides, training schedules, and personalized workout routines focused on strength building.
• Luxury Corporate Retail: Operating under her legal name, Masoumeh Falaki, she has a background as a high-performing Luxury Sales Consultant for brands like Rolex in London's elite financial and shopping districts like Canary Wharf.

• FashionNova Ambassador: Mass is an official FashionNova Ambassador. Her feeds heavily feature try-on hauls, style lookbooks, and promotional codes highlighting their contour dresses and matching streetwear lines.
• SHEIN Partnership: She is a frequent creator for SHEIN and SHEIN UK. She produces recurring seasonal styling lookbooks under campaign tags like sheintrends and sheinforall, driving retail conversion through custom checkout codes.
• Jewelry & Shapewear Modeling: She also creates sponsored content for specialized lifestyle brands like ShaperX shapewear and niche jewelry boutiques.