Make-up artist Isamaya Ffrench left her namesake beauty brand, ISAMAYA, in 2025, according to insiders familiar with the development. The departure marks a significant change for the cosmetics label she founded in 2022 and helped shape through her experimental approach to beauty. The circumstances surrounding her exit have not been publicly explained.
Ffrench built an international reputation for challenging conventional beauty standards through provocative imagery, unconventional product designs and creative collaborations. Her namesake brand brought that approach to the luxury cosmetics market, blurring the boundaries between make-up and artistic expression.
Her reported departure raises questions about how the company will maintain its distinctive identity without the creative figure most closely associated with it.
Insiders Confirm Ffrench's Departure
Ffrench's reported exit represents a notable development for a business closely associated with its founder's creative vision. The reasons for her departure and the circumstances surrounding the decision have not been publicly established. Without further confirmation, it would be premature to draw conclusions about the factors behind the move.
Before launching ISAMAYA, Ffrench developed a career spanning fashion editorials, runway beauty and collaborations with established industry names. Her work with brands including Burberry and Byredo helped establish her reputation for an unconventional approach to make-up and visual storytelling. That experience informed the direction of her own label, which positioned cosmetics as both functional products and creative statements.
ISAMAYA distinguished itself through striking packaging and concept-led collections that challenged familiar expectations of luxury beauty. Its products attracted attention for their unconventional designs, including provocative lipstick cases that made packaging an integral part of the creative concept. This approach helped establish a recognisable identity in a competitive cosmetics market.
For a founder-led beauty business, the departure of a central creative figure can raise questions about the relationship between personal vision and commercial identity. A founder's aesthetic may influence product development, branding and how customers recognise a collection.
However, Ffrench's departure alone does not establish that the company will abandon the creative approach associated with its earlier releases.
Inside Her Experimental Beauty Brand
Founded in 2022, ISAMAYA brought Ffrench's avant-garde approach to make-up into a business of her own. Its collections explored the relationship between beauty, design and self-expression, using unconventional packaging to distinguish the label from more traditional cosmetics brands. This visual identity became an important part of the company's public profile.
In February 2025, the brand introduced its Core Collection, expanding its offering with a more skin-focused approach while retaining its distinctive presentation. The range included complexion products, sculpting formulas and lip products, extending beyond the concept-led releases that had helped establish its reputation. The collection demonstrated the brand's capacity to explore more wearable make-up alongside its experimental aesthetic.
The launch also highlighted the balance beauty businesses must strike between creative distinction and commercial appeal. More familiar product categories can introduce a label to customers who may be less drawn to its more unconventional releases. However, the collection alone does not establish whether the strategy was intended to attract a wider audience.
Ffrench's reported departure marks a new chapter for the business she founded and named after herself. Her creative vision helped distinguish ISAMAYA from more established beauty labels, making the separation a significant development in the brand's history. How the company will evolve following her exit remains to be seen.
