Over the past decade, the makeup industry has seen a revolutionary change, significantly driven by the inventive brilliance of Isamaya Ffrench. Renowned for her work with global icons like Rihanna, Madonna, and Bella Hadid, Ffrench has also played pivotal roles at esteemed brands such as Tom Ford, YSL, and Christian Louboutin. From serving as the Global Beauty Director at Burberry Beauty to spearheading the iconic makeup collection at Byredo, her journey has been a testament to her unparalleled influence in the beauty world.
MAKEUP
Now, Isamaya Ffrench is reshaping the beauty landscape with her self-titled brand, ISAMAYA, while also embracing the role of Beauty Curator for Off-White. Collaborating with a collective of celebrated artists, ISAMAYA aims to expand the boundaries of conventional beauty, offering a range of innovative and technically advanced products. This venture not only promises to foster an inclusive environment but also champions creative freedom for all beauty enthusiasts.
Redefining Beauty Standards
Ffrench’s approach to makeup is far from conventional. Shunning the typical ‘French girl’ beauty and ‘no-makeup makeup’ looks, she has become synonymous with bold, off-kilter runway beauty, collaborating with labels like Thom Browne, Vivienne Westwood, and Off-White. Her work is characterized by its daring and unconventional nature, often incorporating elements of fantasy and surrealism. This unique vision is now being channeled into her own beauty brand, ISAMAYA, and her role as Beauty Curator for Off-White.
The Unconventional Path of a Beauty Icon
Ffrench’s background is as eclectic as her work. From her early days as a competitive high diver and a brief stint in product design at Central Saint Martins, to face painting for a performance company, her journey into the world of high fashion and beauty was unorthodox. It was her unique perspective and relentless creativity that landed her a role as a beauty editor for i-D magazine, eventually leading to partnerships with some of the biggest names in the industry.
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A Brand That Defies Expectations
With ISAMAYA, Ffrench pushes the envelope further. The brand is a testament to her British roots, drawing on influences from Dame Vivienne Westwood and Britain’s punk legacy. Her collections – Industrial, Wild Star, and Lips – are a mix of BDSM, cowgirls, and phalluses, each distinct yet united in their boldness and innovation. “What I’m really loving is that old ladies loved it. Do you know how many people said, ‘My grandma saw your lipstick and wants one’?”, she said for The New York Times.
The products themselves, from the eye shadow palette with a 3-D-printed woman’s body to lipsticks in phallic chrome cases, are as much a statement as they are makeup.
Impact on the Beauty Industry
Ffrench’s impact on the beauty industry is undeniable. Her ability to continually evolve and redefine what beauty means has not only captivated the fashion world but also challenged societal norms. Through her work, she encourages a reevaluation of beauty standards, promoting a vision where makeup is an art form and a means of self-expression.
Looking Ahead
Isamaya Ffrench stands as an example of creativity and innovation in the beauty industry. With her brand, ISAMAYA, she continues to push boundaries, offering a range of products that are both technically advanced and creatively liberating. Her approach to beauty is a refreshing reminder that makeup should be fun, expressive, and deeply personal. As she continues to redefine the landscape, one thing is certain: the world of beauty will never be the same.
Keep up with Isamaya Ffrench and ISAMAYA Beauty on Instagram – @isamayaffrench @isamayabeauty
