Isamaya, the ultimate cool-girl beauty brand known for its fearless fusion of artistry and science, is back with its most anticipated launch yet – the Core Collection. Designed to sculpt, enhance and redefine modern makeup, this high-performance, multi-functional range is the future beauty. Now available on the brand’s e-commerce site and landing exclusively in-store at Selfridges from February 25, the Core Collection lends us the tools for self-expression and empowerment.

“These products are for anybody who wants to feel empowered in the truest version of themselves,” says founder Isamaya Ffrench. This radical philosophy runs through every formula, pushing beyond traditional beauty norms. With over a decade of experience as a makeup artist and creative director, Ffrench has made an indelible mark on the industry, but with this launch, her mission to challenge and reshape beauty standards feels more potent than ever.

What sets the Core Collection apart is its scientific approach to formulation. By merging luxurious textures with potent skincare benefits, Isamaya continues to redefine beauty innovation. Each product is rigorously tested and crafted for long-lasting wear, intense pigmentation and skin-nourishing properties. Even Ffrench’s campaign for this collection takes the idea of ‘clinically proven benefits’ to new levels, featuring silver chrome-packaged products, held like syringes, and lined up with surgical precision, reinforcing the brand’s commitment to efficacy. Isamaya remains rooted in simplicity without compromise, delivering products that amplify rather than overshadow individuality.

The Core Collection introduces a feather-light Colour Correcting Serum, available in six inclusive shades, designed to combat pigmentation and dullness while refining pores and enhancing skin texture with Rosebay Willowherb extract and Kazanlak Rose Complex. The new Sculpting Stick, a creamy, ultra-blendable formula coming in 11 versatile shades, is infused with ceramides to strengthen the skin barrier and rice bran wax for hydration. For a radiant flush, the Skin Enhancing Duo, a blush and highlighter in eight luminous shades, melts seamlessly into the skin with a solid-to-cream texture, powered by a Phytocomplex for brightness and Vegan Lanolin-like technology for lasting moisture.

At its heart, Isamaya is a brand that champions inclusivity, quality and cutting-edge innovation. Each product in this collection is meticulously designed with powerful, skin-loving ingredients, proving that beauty can be both high-impact and high-fashion. Rejecting excess in favour of authenticity, Isamaya delivers sleek essentials that seamlessly fuse style with substance. Core Collection is for those who want embrace beauty on their own terms.

Photography courtesy of Isamaya.

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