MAKEUP ARTIST AND FASHION INDUSTRY FIXTURE ISAMAYA FFRENCH ON LAUNCHING HER OWN ‘DISTINCTIVE’ BEAUTY BRAND

“Industry lover” is not a phrase I say lightly. It’s childish, it seems a little sexist (we often call men “baby”?) and it just drives me crazy. But when I considered the best way to describe the career trajectory and overwhelming success of Isamaya Ffrench, who has established herself as one of the most sought-after makeup artists before the age of 30, I was struck. by the fact that “the industry you love” is, unfortunately, prone to disappointment. (Is it better than “wunderkind” at least?)

Ffrench is considered one of the most innovative, creative minds in the beauty industry and has established himself as the man that brand executives and creators must love on projects. . their comments. She has spent the past decade taking her particular brand to the next level, standardizing the industry, working with such respected names as Burberry, YSL Beauté, Christian Louboutin, Tom Ford, Byredo, MAC, Louis Vuitton, Kenzo and Thom Browne, among many others. Her work has appeared on the covers of British and Italian Vogue and Dazed, as well as on i-D, Love Magazine, Pop, Another and W; and she’s worked with Kylie Jenner, Rihanna, Miley Cyrus and Kim Kardashian, just to name a few.

Described as “a revolution in beauty”, Isamaya aims to rethink the suffocating traditions of the industry, reaching people who feel excluded and encouraged by traditional makeup brands. encourages the same kind of creativity that Ffrench brings to her work for home users. It doesn’t focus on classic, easy-to-market shades and products, but on offering surprises and even a little bit of exotic.

The first “sale” (limited model brand) was titled “INDUSTRIAL” and focused on strong yet versatile products and reusable hardware (including wearable rings). be) “designed to inspire you with beauty through a different lens”, as the press release states. The five-product line includes a defined brow liner, luminosity-enhancing hyaluronic serum, deep burgundy lip “serum”, bold black mascara, and a 14-liter eyeshadow palette featuring a “jewel” blend. special effects, putty, and shimmer finishes.” Individual items range from $32 (for brows) to $115 (for palettes) and will be sold through the website. of the brand, Isamaya.com, as well as at Selfridges.

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