Byredo and Isamaya Ffrench make sweet makeup

Written by Adam Bryce

Photography Supplied

Byredo, the Swedish fragrance giant, tackle the makeup world with the help of superstar MUA, Isamaya Ffrench.

The world’s coolest fragrance company, Byredo, have announced their move into the world of makeup. Creative director and founder, Ben Gorham, started working on the makeup concept two years ago calling on the world famous makeup artist Isamaya Ffrench to ensure Byredo makeup would live up to the brand name Gorham has built so expertly since 2006. 

Byredo has always been about innovating and bringing personal elements to its products, moving into the crowded beauty world wasn’t going to be easy, even with the Byredo name behind it. 

 “As I started to really look at the beauty world I found much of it conservative and conventional. I thought we can do this, and we can do it differently.” – Gorham

Gorham and Ffrench have developed an entirely new way of looking at makeup products and have created what they call the “open beauty system.” 

“I do not want to tell people how to wear cosmetics, but to inspire them,” explains Ffrench. “Our first products are simply sticks of colour – colours that are universally beautiful and to be worn in whichever way you like.”

The innovative Colour Stick will launch on 1 October in 16 shades, alongside more traditional products such as lipstick, mascara, eyeliner, lip balm and eyeshadow. All will be available online at Byredo.


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