“I don’t want to tell people how they should look” says Isamaya Ffrench in a statement. “It’s about using makeup to return to who you are, not become someone else.” After a decade of revolutionary artistry, collaborating with countless celebrities and luxury brands as a make-up artist and creative director, Ffrench’s eponymous label ISAMAYA is championing self-expression and pushing the boundaries of what it means to be beautiful in a stunning reimagining of her 2022 debut line ‘Industrial’.

The essence of the new collection is captured beautifully in the ISAMAYA Industrial 2.0 Campaign which celebrates the 1 year anniversary of the original collection. Starring brand founder Isamaya Ffrench herself, as well as pop-culture icons, models, and artists Richie Shazam and Julia Fox, the images evoke all things edgy and futuristic.

100% vegan and cruelty-free, ISAMAYA’s approach to the launch of Industrial 2.0 is one anchored in sustainability; the collection is limited-edition, and each item is created to be long-lasting and eventually repurposed. For example, the LIPLACQ Maximizing Lip Serum comes in packaging with metal hardware meant to be worn as jewelry.

The re-vamped LIPLACQ comes in two new cool-toned metallic shades; the shimmering orange and gold Rust, and the sheer silver Metal, both created with natural ingredients to create a plumping, moisturizing, and supremely glossy non-stick formula.

In a fresh chrome design, the dearly beloved Industrial Color Pigments Palette returns with 14 new eyeshadow shades inspired by the sparkle and gleam of precious metals. The new pressed pigments range from smooth steel tones to ethereal pearl-like finishes, all formulated to create a seamless shiny wet look without a crease in sight.

The ISAMAYA Industrial 2.0 Collection is available right now at Isamaya.com. Don’t walk, run!