It’s time to get (respectfully) kinky, besties.
ISAMAYA has been a gloriously strange and fascinating breath of fresh air in the beauty space. The disruptive brand caught plenty of attention with their phallic metallic lipstick tube design and has continued to feed our need for true editorial energy with every visual put out.
From running the beauty department for Charlie XCX’s new music video “360,” to featuring iconic faces we know and love such as JT, Julia Fox, Aweng Chuol, Lin Lin, and Richie Shazam, we love every bit of what they’re serving up.
And we’re not alone. The Business of Fashion named the brand and its founder, makeup artist and wearable art designer Isamaya Ffrench “The Future of Beauty.”
So where does FACEGYM come into play in all this?
Founded by Inge Theron, FACEGYM describes itself as an “ecosystem of facial fitness” that provides “results-driven skincare and tools plus, face workouts.” They’ve been specializing in their craft since 2014 and since then we’ve only seen an increase in the desire for facial manipulation to achieve a more “snatched” appearance without having to opt for needles or surgery.
A former beauty and wellness writer, Theron spent two years studying facial massage and muscle stimulation techniques, working with experts in order to create her signature face-snatching workouts leaving the participant with results that are visible and immediate.
Both the fashion and beauty industries have always flirted with fitness and these two brands have an unexpected synergy that makes the collab work incredibly well. We envision their communities have some overlap, but are different enough that the partnership is leading to LOTS of new eyes on both brands participating.
Upon expanding their portfolio and entering the tool space, it makes sense that ISAMAYA would seek out a long-time expert in the space. The brand is intentional in a way that feels pure and inspired with everything they put out.
Retailing at $60 and designed to contour and refine the face, SCULPT 01 (a name that’s an instant hint at more to come) features a chrome finish that’s true to the ISAMAYA aesthetic and includes special details like multi-use edges to chisel, de-puff, increase circulation, release tension, and assist in lymphatic drainage.
Key Benefits:
Created for dual use across both facial and scalp massages
Crafted from high-quality materials that retain coolness to soothe the skin
Shapes and tones with every stroke
Promotes the appearance of tighter skin, collagen synthesis and encourages long-term skin and hair health
Accompanied by a QR code linking to exclusive tutorials and routines crafted by Isamaya and FACEGYM trainers
Ffrench’s fashion background is clear in the deeply sexy campaign visuals which are high art, highly editorial, and deliver a delightful amount of edge. The founder, superstar makeup artist, and Off White Beauty Curator was previously Global Beauty Director at Burberry, has collaborated with major fashion media including W and all the Vogues, and has consulted for luxury brands including Tom Ford, YSL, and Christian Louboutin.
Focal points of their GTM strategy include strategic design and benefits focus. It’s both beautiful and functional.
This launch was able to catch the eye of fashion and beauty pubs alike as a result of her powerful presence in both spaces. ISAMAYA is a founder-forward brand, which is a key part of its success. Her energy and vision is what makes it so special.
Another element of this partnership we’re enjoying is that each brand is freely recommending their own products to use alongside the shared tool, a perfect example of collaboration over competition. ISAMAYA recommends their SKINLACQ Triple Hyaluronic Glow Serum ($78), while FACEGYM pairs it with Face Coach Lifting Q10 + Mastic Tree Enzymatically-Activated Oil.
Everyone wins.
SCULPT 01 has already sold out on both brand’s websites, an obvious indicator of a successful launch and campaign rollout. Major congrats to both teams on this one.
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