Isamaya Ffrench has confirmed that she is no longer associated with Isamaya Beauty, the cosmetics brand she founded in 2022. The move has raised questions about its future and the challenges creators face when their names become inseparable from businesses they no longer control.
The British makeup artist addressed her departure after responding to a customer who complained about a missing order and a lack of communication from the company. Ffrench apologised to the customer and said she had not been associated with the business for some time.
Her response was posted on Instagram on 9 October. The reply came before a public statement on Tuesday, 13 October, in which she thanked the beauty community for its support during what she described as an 'incredibly difficult and emotional time'. She added that she intended to address the situation publicly and in her own words, although she did not provide further details about her departure.
The circumstances surrounding her exit remain unclear. Reports state that Ffrench left the business in 2025, but neither she nor Isamaya Beauty has publicly explained the reasons behind the separation.
Emotional Statement Raises Questions
Ffrench's announcement has prompted discussion among beauty enthusiasts, particularly those who associated the brand's distinctive identity with her creative direction.
In her statement, she thanked friends, colleagues, and the wider beauty community for their supportive messages. She also said their kindness had reminded her why she loved the industry.
Her promise to address the situation in her own words suggests that further information may follow. However, she has not publicly explained the circumstances of her departure, and her statement does not establish whether the separation involved disagreements over the company's direction, ownership or intellectual property.
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What Happened to Isamaya Beauty?
Ffrench launched Isamaya Beauty in 2022, partnering with Italian beauty incubator Flash Beauty Holdings. The brand debuted with its Industrial collection, which helped establish its unconventional approach to cosmetics through striking packaging and experimental product design.
Rather than following the minimalist aesthetic many beauty labels favour, the brand embraced provocative imagery and sculptural packaging. Its products included the Industrial eyeshadow palettes and lip products featuring phallic designs, which generated discussion because of their unusual presentation.
The concept reflected Ffrench's background in fashion and editorial makeup, where visual experimentation often sits at the centre of creative work. The brand later introduced a Core collection in February 2025, expanding beyond limited-edition releases with products focused on skincare-inspired makeup formulas.
However, some customers have questioned whether the brand retained its original identity after its products became more widely available. Online discussions have included criticism of changes to the packaging and concerns that the newer presentation appeared less distinctive than the original collections.
These are customer opinions rather than evidence of the reasons behind Ffrench's departure. There is no confirmed link between the brand's creative direction and her decision to leave.
Customer Complaints Add to Uncertainty
Ffrench's confirmation of her departure followed complaints from customers about orders and communication. In her Instagram response, she described the reported customer-service experience as unacceptable and apologised to the person who raised the issue. Other users have also posted complaints about delayed or incorrect orders and difficulties obtaining responses from the company.
The reports have contributed to speculation about Isamaya Beauty's future, particularly as its social media activity has slowed and products have appeared at reduced prices on its website. The company has not publicly announced a shutdown, and its future remains uncertain.
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When a Founder Leaves a Namesake Brand
Ffrench's departure raises a broader question for the beauty industry: what happens when the person behind a namesake brand leaves the business?
A founder's name can become central to a company's identity, especially when consumers associate its products with a particular creative vision. However, the person who establishes a brand and the entity that owns or operates it are not necessarily the same.
Depending on the business structure, a founder may leave while the company continues operating under the same name. Rights to a name, logo and other intellectual property may belong to an individual, a company or another rights holder, depending on the relevant agreements and registrations.
Ffrench has yet to explain the precise circumstances of her departure, leaving questions about the brand's leadership and future unanswered. For now, her statement confirms that she is no longer associated with Isamaya Beauty. Whether the company can maintain the distinctive creative identity that initially attracted its audience without its founder remains to be seen.
