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If you’ve ever seen a beauty look from the runway and Zoomed in, amazed, confused, mystified–the odds are that Isamaya Ffrench was the brains behind it. A legend in the editorial industry, Ffrench has worked with models like Bella Hadid and Rihanna for campaigns and magazine covers. She was most recently Byredo’s Creative Director before stepping down in March of 2022, helping create versatile, top-shelf-worthy products for the perfume brand. But if you scroll on her Instagram for more than half a second, you’ll know that her makeup talents would be just as fitting on Stranger Things as they would be on the runway.
Now, Ffrench is back to creating makeup products with the launch of her namesake brand, Isamaya Beauty.
Housed in bottles that are topped with what could either be a septum ring or a nipple ring, depending on your outlook, Ffrench has created five versatile makeup products, all in reusable packaging. “I’m creating my own world for a new generation of makeup lovers,” Ffrench said in a statement. “I want to inspire people and show them that there are other ways to approach beauty. To liberate them from the ideals of the mainstream and to be more authentic by proposing something more artistic and highly visual. So now you can identify with a concept or community that isn’t bound by commercial ideas of beauty.”
This first collection, called INDUSTRIAL, contains a 14-shade eyeshadow palette packed with alien-esque tones, from greens to golds to shimmer violets. The launch also includes a black lengthening mascara that uses the brand’s new patented latex technology. For bold brows, Isamaya Beauty launched a clear brow gel, which acts like a laminating treatment, to achieve the soap-brow trend quickly. There is also a burgundy tinted lip serum, which plumps the lips. Lastly, the collection features a slightly shimmering serum, which can act as a primer, a highlighter, and a skincare product thanks to its cocktail of hyaluronic acid, castor oil, and glycerin. All of these products are now available to pre-order from isamaya.com.
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