The successful recognition of familiar persons is critical for social interactions. Despite extensive research on the neural representations of familiar faces, we know little about how such representations unfold as someone becomes familiar. In three EEG experiments, we elucidated how representations of face familiarity and identity emerge from different qualities of familiarization: brief perceptual exposure (Experiment 1), extensive media familiarization (Experiment 2) and real-life personal familiarization (Experiment 3). Time-resolved representational similarity analysis revealed that familiarization quality has a profound impact on representations of face familiarity: they were strongly visible after personal familiarization, weaker after media familiarization, and absent after perceptual familiarization. Across all experiments, we found no enhancement of face identity representation, suggesting that familiarity and identity representations emerge independently during face familiarization. Our results emphasize the importance of extensive, real-life familiarization for the emergence of robust face familiarity representations, constraining models of face perception and recognition memory.