How does one launch a makeup line in 2020—a year mired in mistakes, change, chaos, rule-breaking, and shape-shifting? If you're Swedish fragrance brand Byredo—you embrace it all. Founder & Creative Director Ben Gorham and innovative makeup artist Isamaya Ffrench imbued that spirit into the brand's first foray into cosmetics. It's a six-product launch that tosses out convention and re-conceptualizes cosmetics.
Come October, and the products can live on your beauty shelf. But the idea for a Byredo makeup launch has been living in the minds of Gorham and Ffrench rent-free for about two years; they tell ELLE via Zoom. "We shared this outsider's perspective," Gorham says of enlisting Ffrench for the project. "Her creations were about pure expression—not referring to the norms of the industry." Ffrench admits she was hesitant about joining forces unless she could put her own forward-thinking mark on the makeup. "I had mixed feelings because I wasn’t really that interested in commercial makeup," she recalls. "I find it very repetitive, and it’s always the same product and campaign imagery. I said, 'I will do this if we can really do something different.'" She added, "We wanted to create not only an innovative, interesting product, but we wanted to challenge the way people use them."
Source: elle.com
