On Tuesday 13th October, 2026, makeup artist Isamaya Ffrench confirmed via a post on her personal Instagram that she is no longer affiliated with her namesake cosmetics brand, Isamaya Beauty, sparking a significant reaction across the industry. So, what does this mean for the brand, the beauty industry, and creators in general?
British makeup artist Isamaya Ffrench founded Isamaya Beauty in 2022, and immediately it began disrupting the industry, garnering a cult following of loyal fans. The provocative, kink-inspired imagery of the brand, including its products which have gone viral in more than one instance, were unique and game changing. Combined with the high quality and innovation of its products, Isamaya Beauty fast became a staple in any makeup bag worth its salt. Despite its success, this month Isamaya Beauty's survival has come into question, for one surprising reason.
As of October 2026, Isamaya Ffrench has confirmed that she is no longer associated with Isamaya Beauty, and hasn’t been for some time. Although her departure appears recent, sources close to Isamaya Ffrench claimed earlier this month that she had quietly exited her eponymous brand in late 2025, and Isamaya seemed to corroborate this in a response to a fan’s Instagram comment, where she stated, “I am afraid I am not associated with the company [Isamaya Beauty] anymore and have not been for some time.”
Isamaya Ffrench has yet to confirm exactly why she departed from Isamaya Beauty, saying in a statement on her Instagram, “I feel it is important to address the situation publicly and in my own words. I intend to do so in due course.” Amidst rife speculation, people are also wondering what the fate of Isamaya Beauty will be following this fall out.
Already whispers of the worst outcome for Isamaya Beauty are circulating, evidenced by slower trading caused by economic slowdown, heavy 70% discounts on Isamaya Beauty’s website, and alleged redirection by Isamaya Beauty’s incubator, Flash Beauty Holdings. The brand is already receiving numerous complaints via Instagram comment sections from users claiming its customer service is unreachable, with many customers being forced to raise complaints on social media about having been delivered broken products or having unshipped orders from as early as June.
What this whole debacle raises is questions around the sanctity and responsibility of a face and a name in relation to commercial brands. When ascribing your own identity to a fashion or beauty label, you are in many ways signing away your rights to that name, which poses huge issues if you ever do depart from said label. This is the reason young creatives today are usually advised not to name their brand after themselves.
Will Isamaya Beauty be able to survive without its founder at the helm, or are eponymous labels destined to fail as soon as their namesake leaves them behind? And what will Isamaya Ffrench do next, in lieu of her leaving Isamaya Beauty? Already talks of an exciting new venture outside of beauty are circulating...
Follow along for updates on itsxo.com.
