Getting to the Core of Isamaya's New Drop

We have never shied away from our fan-girling for ISAMAYA Beauty and we're not about to stop now. The brand continuously delivers editorial-level campaigns that feel as artful and stunning as the founder's work as a seriously celebrated makeup artist. ISAMAYA gives us something we've been lacking and with each new drop, we realize exactly what we've been missing all along.

Enter the new Core Collection.

Launched in tandem with the brand's Sephora debut, the Core Collection features a mix of both skincare and cosmetic offerings, all wrapped up in an assortment of chic metallic packaging and retailing between $28 USD and $44 USD.

The Core Collection features:

• Lip Lacq - a pigmented plumping serum

• Lips Metal - a sheer metallic balm

• 5 Point Lift - a color correcting conceal infused with caffeine

• Lip Liner - a universal essential

• Color Correcting Skin Tint Serum in (6) shades

• Skin Enhancing Duo - cream blush & highlighter

• Sculpting Stick - ceramide-infused cream contour stick

• Lips Balm - vitamin E-infused sheer balm

• Hyalurolip Lip Plumper

• Microbial Gel Face Prep Primer

• Face Glaze Skin Primer

• Micro Eye Liner - precision liquid liner

The brand site features an expanded offering of the Core Collection including:

• Tube Squeezer

• Lip Case Refill

• Additional Balm Shades

• Mascara

• Conserving Beauty Collab

• Lashify Collab

Now let's dive into the marketing from a brand that has a true mastery of world building.

We're first met with a teaser video featuring brand founder Isamaya Ffrench clad in a white latex dress in a room that's giving clinical, sci-fi, and futuristic vibes. For those unfamiliar with the ISAMAYA aesthetic, they may be inclined to think this is leading up to some sort of horror film a la The Substance, but we are well-versed in the energy here at Beauty Brief HQ.

If you recall, the brand first got the attention of the masses after the launch of its metallic and realistically fallic lipstick tubes. Nothing should surprise you at this point! And we love ISAMAYA for continuously changing the visuals expected from beauty brands.

ISAMAYA published additional teasers promoting early access sign up including still shots and product features in the same futuristic setting.

On launch day, we're presented with the full vision of the short film featuring Ffrench front and center utilizing the Core products.

"The new era for ISAMAYA BEAUTY encapsulates our staple signature edge with a selection of essential products that transcend any trend, crafting the ultimate fusion between innovation and skincare-first formulations," the brand shares via Instagram.

Adding that "skincare-infused products meet cutting-edge performance, merging with our most-awaited restocks. The future of beauty has now arrived in the shape of CORE."

The Core Collection has been 3-years in the making and features products inspired by Ffrench's artistry when creating her own looks on herself and as a pro in the fashion and beauty space. The brand sought out to combine tech innovation with practicality and artistry in a way that intrigues us so deeply.

ISAMAYA's goal was to achieve something that is ultimately "beyond aesthetic," the founder explains.

Some of the products are already sold out and we anticipate additional reviews to keep rolling in with even more insights on this new collection. Overall, the collection feels extremely well thought out and presents a beautiful evolution that stays true to the original brand identity.

What are your thoughts, besties? Do you think this new drop is a win?

We personally can't wait to try them all.