Issy puts back the fun in makeup, launches customizable eye and face palettes for this generation’s consumers
As children, we had choose your own adventure books, Build-A-Bear and more do-it-yourself projects that allowed us to take the reins. Our imagination was not limited to other people’s standards and expectations, and things did not have to “make sense” to be considered valuable. Now what if we applied the same to our experience of makeup as “grown-ups?” What happens when beauty becomes personal?
Issy (yep, just Issy) completely reinvents itself and enters a new chapter. The homegrown brand we’ve loved over the last few years is putting back the fun in makeup with customizable eye and face palettes made for this generation’s consumers.
RELATED: Happy Skin and Marj Maroket Release Essentials for Your Makeup Arsenal
Issy puts back the fun in makeup, launches customizable eye and face palettes for this generation’s consumers
Describing the collection as “Lego for makeup lovers,” Issy’s creative director extraordinaire, Joel Andrade, wanted the most flexible products for everyone. He tells Wonder, “We wanted to give everyone complete freedom, and when we say complete freedom, you really get to dictate it. We really wanted to ask the question, ‘What happens when beauty becomes personal?' On top of that, I just want everything to be economical. Choice mo lahat ‘to, eh (It’s your choice). Every shade has a meaning [for] you; it called you for a reason. Most likely, gagamitin mo talaga sila (you will use everything).”
Issy’s customizable eye and face palettes invite you to have fun and embrace your inner child. Refillable and reusable, the empty single-sided magnetic palette can house a total of 12 shadow singles or three powder inserts or your personal mix! It’s travel-friendly, too, encased with a high-quality mirror perfect for makeup application and touchups.
On the rebrand, Joel believes that it’s the brand’s commitment to a more modern (and cooler) direction. “People call us Issy anyway…It served us well, but it’s time to move on…This is a new era; if you don’t like it, well, too bad for you.”
Joel dishes, “Ang balak nga namin, every quarter maglalabas kami ng new set of colors, just so you can spice it up all over again. It’s really your palette, walang rules. Limit lang is ‘yung imagination mo (We plan that for every quarter, we come out with a new set of colors, just so you can spice it up all over again. It’s really your palette; there are no rules. The limit is your imagination).” You heard it here first, folks!
Want to get started on your palettes? For your eye palette, choose from 34 pigment-rich powder eyeshadows in four different finishes—matte, satin, foil (metallic) and mirror (glitter)—to suit your preferences and needs. Issy also curated five beautiful eye palettes that represent five different beauty stories.
The five curated eye palettes are All Matte, a curation of 12 matte colors; All Shimmer, a curation of 12 shimmer colors; Sundown, a warm color story; Courtesan, a rosy color story; and Spacewalk, a cool color story.
Issy also adds an eyeshadow and concealer base into the mix
The 54-piece collection also features a total of 18 powder inserts, which include nine matte blushes, three matte bronzers, three highlighters and three contours.
Slo Lopez, Issy’s newly minted Creative Makeup Visionary, opens up about what she felt was missing in the local beauty landscape that helped her and Joel come up with the collection. She reveals, “I think [what was missing] is something that [helped] you make it your own, and funner textures and shades.” She further adds, “I love matte eyeshadow, so from my experience as a makeup artist, all of the shades [present in the collection], I really gravitate towards. I wanted a palette you can [use for the] eyes, cheek, face—everything!”
This do-it-yourself collection may look intimidating at first, but it’s for every kind of beauty consumer out there. I imagine a student who just got into makeup and can’t commit to buying a ready-made palette in one go; they save up their allowance and buy one shade every two weeks until they’ve actually built the palette of their dreams. You really don’t have to break the bank…and the whole process is just so fun!
Shop Issy’s customizable eye and shadow palettes on Lazada and Shopee.
Photos Renzo Navarro for Issy
Art Matthew Ian Fetalver
