By Gladys Ng

Meet ISAMAYA: The Hottest Name in Beauty Right Now

The rise of the subversive cult makeup brand
Photo: Instagram / @isamayaffrench

Haven’t heard of the alternative brand Isamaya Beauty? Think leather, piercings, glitter and grotesque. Cult makeup artist and visionnaire Isamaya Ffrench has been on the rise on social media with her subversive beauty brand, Isamaya Beauty. Having worked as a creative director with major brands such as Burberry and Byredo Makeup and celebrities like Charli XCX and Julia Fox, she started Isamaya Beauty as her yearn for complete creative freedom without dilution. Her progressive beauty brand only started two years ago in June 2022—aiming to fill the gap 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 for high-fashion editorials and runway shows.


Having worked with major fashion shows for Balmain and most recently Thom Browne—Ffrench always creates striking and avant-garde beauty looks that marries the entire look.

For Thom Browne’s Autumn/Winter 2024 show at New York Fashion Week, she created a series of bird-inspired beauty looks that left everyone in awe. Magic definitely happened when the avant-garde masterpieces perfectly aligned with 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.


@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, who happens to be a big fan of Isamaya Beauty recently went viral for her low-effort eye makeup looks on Tiktok. Her Tiktok garnered many new fans of Ffrench’s brand, causing a high demand for the hyped shimmery palette. The cult product—Industrial Colour Pigments 2.0 palette as of now has been sold out and is yet to be restocked despite high demand.

Ffrench stands for a new era in beauty—one that embraces individuality, artistic expression, and the power of makeup as a tool for identity construction. 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 own 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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