INDUSTRY NEWS: REDEFINE AUTHENTIC BEAUTY WITH NEW MAKEUP LINE ISH

ISH, the newest makeup line to hit the market from lifestyle subscription service FabFitFun and makeup artist Joey Maalouf. ISH born out of the feedback from FabFitFun consumers, about what they love, hate, and need, “ISH is a perfect manifestation of us listening, seeing whitespace, and launching something novel and special,” says Michael Broukhim, co-Founder and co-CEO of FabFitFun. An innovative and fresh makeup line, FabFitFun and Maalouf aim to make makeup fun, approachable and inspiring with the message of self confidence right in the brand’s namesake ISH or I’m Smoking Hot, #IMSMOKINGHOT.

ISH will debut it’s makeup line with the ISH Contour Kit, an easy to use, new kind of contouring kit. The kit features a highlighter, blush, bronzer and contour shades all in one palette, to help you contour, sculpt, and define your features flawlessly.  The kit comes in either Light/Medium or Medium/Dark. All ingredients are high quality, cruelty-free and made in the USA. Along with the contour kit, comes three complementary ISH companion brushes. “There are so many beauty products on the market, so it’s hard for women to find the best ones in a cluttered space,” says Maalouf. “We wanted to create a makeup line that is accessible and encourages consumers to experiment and have fun with makeup.”

Keeping with its confidence-centered mission, ISH has partnered with the social movement and online community, I AM THAT GIRL, sponsoring 100 girls to go through self-confidence/self-esteem programs. Emily Greener, I AM THAT GIRL founder, also served as creative consultant to review ISH creative and marketing materials to ensure their brand messaging fosters an inclusive and supportive environment.

Aside from it’s contour kit, the brand have plans to expand into more face products, including a primer set to launch this summer. The ISH contour kit, $32, and three companion brushes, ranging from $18 to $28, will launch March 10, and available at www.ishbeauty.com

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