THE WHAT? British makeup artist Isamaya Ffrench has reportedly departed her namesake cosmetics brand, Isamaya Beauty, having ceased involvement in the business in 2025.
THE DETAILS According to The Business of Beauty, two sources familiar with the company confirmed Ffrench’s departure, although neither the founder nor the brand has commented publicly. Established in 2022 in partnership with Italian beauty incubator Flash Beauty Holdings, Isamaya Beauty secured international distribution through retailers including Sephora in the US and Mecca in Australia. The business reportedly generated seven-figure revenue during its first year but has experienced slower trading in recent years. Significant discounting across its online store has raised further questions about its commercial performance and future direction.
THE WHY? The reported departure highlights the commercial challenges facing founder-led beauty brands, particularly those closely associated with a high-profile creative figure. It also raises questions about brand ownership, leadership continuity and long-term business sustainability in the competitive prestige cosmetics market.
Source: The Beauty of Fashion
