All rise for the subversive cult makeup brand, Isamaya Beauty.
In case you’ve yet to hear of cult label Isamaya Beauty — here’s what one can expect: an amalgamation of leather, piercings, glitter and grotesque. Makeup artist and visionary Isamaya Ffrench has been on the rise with her subversive beauty brand, Isamaya Beauty. Having worked as a creative director with major brands such as Burberry and Byredo Makeup and with celebrities like Charli XCX and Julia Fox, she started Isamaya Beauty as an answer to her yearning for complete creative freedom. Her progressive beauty brand may only started two years ago, but Ffrench is already aiming to fill the gaps in the beauty industry with her risk-taking and innovative approaches to alternative makeup.
Ffrench’s work is characterised by its experimental nature, often pushing the boundaries of what’s considered conventional makeup. Known for incorporating elements of special effects, prosthetics, and unexpected materials into her creations, she transforms models into living works of art.
Works
Having worked with major fashion houses like Balmain, and more recently, Thom Browne; Ffrench always creates striking and avant-garde beauty looks that marries the entire look with whatever conceptual big idea the house has set in stone for the season.
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For Thom Browne’s pigeon-centric Autumn Winter 2024 show at New York Fashion Week, she created a series of avian-inspired beauty looks that awed, exemplifying the perfect alignment of the show’s themes and Browne’s latest collection — icy, strange and transformative. Her makeup designs for these runway shows go beyond traditional cosmetic application, often incorporating elements that blur the line between makeup and wearable art.
Community
@not_another_hanna @Isamaya Beauty Industrial 2.0 palette 💕 Lip combo is @maccosmetics stone + Isamaya LipLaq in 2.0 Metal #beauty #makeup #makeuptutorial #isamayabeauty #maccosmetics ♬ original sound – Another Hanna
Brooklyn-based beauty creator and photographer Hanna recently went viral for her low-effort eye makeup looks on TikTok — and it’s no surprise to see that the creator is one of the many cult followers of Isamaya Beauty. Her post garnered many new fans of Ffrench’s brand, causing a high demand for the hyped shimmery palette. The cult product — the Industrial Colour Pigments 2.0 palette — has been sold out, leaving fans waiting patiently for yet another restock.
Ffrench stands for a new era in beauty — one that embraces individuality, artistic expression, and the power of makeup as a tool for identity. Her work and brand challenge the status quo, encouraging people to view beauty as a form of self-expression rather than conformity to societal norms.
In turn, she has created her cult of rebellious beauty addicts who aren’t afraid to break moulds in the beauty world. So, when you hear the name Isamaya Ffrench, don’t just think makeup artist. Think disruptor, innovator, and champion of self-expression. She’s here to remind us all that in the world of beauty, there are no rules — only endless possibilities.
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This story originally appeared on GRAZIA Singapore.