FETCH
COLLECTIVE

The global beauty market is never stagnant, with new brands and launches flooding the shelves at an increasingly rapid rate. However, it can feel as if the same companies are dominating the space,  making it overwhelming for consumers to discover and try new brands and products. This is why Sephora’s partnerships with less mainstream brands generate excitement; their partnerships open up opportunities for beauty lovers to expand their mindset. Sephora’s newest collaboration with Isamaya Beauty is sure to turn some heads and help shape the future of the industry. 

 

Isamaya Beauty is a cosmetics company founded by British professional makeup artist (MUA) Isamaya Ffrench. Ffrench has worked as an MUA for many years with powerhouse celebrities such as Rihanna and Kate Moss, and collaborated with luxury makeup brands such as YSL and Tom Ford. Ffrench is the founder, creative director, and visionary of Isamaya Beauty, which launched in 2022. In just three years, she spearheaded her brand to global recognition, and entered into a business partnership with the most influential beauty retailer in the U.S. 

 

In an interview with Fashion Network, Ffrench explained that “[she] want[s] 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.” This refreshing perspective stands out  in an industry dominated by beauty trends and cycles, and to see a brand with this creative vision and messaging going mainstream is exciting to watch. Isamaya Beauty has consistently broken out of the mold of the typical, pushing boundaries and finding its own niche. 

 

One of the most iconic aspects of the brand is what Cult Beauty describes as disruptive package designs. For example, prior to their partnership with Sephora, Isamaya released a lipstick collection that was packaged in a phallic-designed tube, earning the clever name of “dicksticks”  (it is important to note that these mature products are not available on Sephora’s website!). This is a small example of Ffrench’s boundary-pushing creativity, and it shows her passion to shed a new light on the beauty industry.

 

Isamaya Beauty launched on Sephora’s website on February 10, 2025, and introduced consumers to a new 12-core makeup and skincare product line. It received a full revamp, and while it is exciting to see such a brand succeed, many fans of the brand have expressed a sense of loss over the brand’s shift in direction. Isamaya built her brand on authenticity and a sense of individuality, and it will be interesting to follow the brand as it navigates this balance between artistic integrity and the success of the products in Sephora. Isamaya is an artist, first and foremost. Her knowledge and views surrounding the industry are the foundations for her philosophy and brand. To see an individual who is highly educated and committed to an authentic brand image experience success in the mainstream global market signals an exciting shift in the industry, one worth watching in the coming months.