Beauty by 'freaks'
by Pola del Monte
Disclosure: This is a collaboration with ISSY, one of the few beauty brands I truly believe in due to their strong commitment to inclusivity and diversity, and their efforts to challenge traditional beauty standards.
If, by some supernatural twist of fate, ISSY would be born into this world as human flesh and blood, it would rise from the margins. In non-politically correct terms, it would be a “freak”. Being on the fringes is how the homegrown brand set itself apart over its first five years in an otherwise notoriously rigid industry: androgynous packaging, a futuristic aesthetic, an unconventionally extensive range of shades, and offbeat advertisements that consistently feature men (MEN!) wearing makeup. Despite going against the grain, it found its niche.
ISSY has set itself apart from the competition with its androgynous packaging, futuristic aesthetic, an unconventionally extensive range of shades, and offbeat advertisements that consistently feature men wearing makeup
“This is a brand made by outsiders—freaks—for people to feel comfortable with their own freak,” says Chief Creative Officer Joel Andrade. “We believe in exploring every side of yourself, including sexuality, and embracing your desires and passions without fear. We create for those who aren’t afraid to break boundaries, push limits, and express their true selves boldly. We make it easy for you to explore and celebrate who you are, unapologetically.”
“This is a brand made by outsiders—freaks—for people to feel comfortable with their own freak.” —Joel Andrade
By being “freaks of obsession”—for ingredients, formulations, creativity and storytelling—the makers of ISSY pushed those boundaries. They launched the first truly inclusive shade range for a skin tint locally1 and currently has the most foundation shades2 (a whopping 27 shades) in the local market. It came up with a customizable eye and face palette system3. They introduced the term “desaturated blush4” for its natural, muted blush powders and released lip tints with true-to-tone stains5 particularly for the Filipino skin tones. And in this space, they also made room for artistic expression. Partnering with experimental makeup artist Slo Lopez, ISSY made a daring release of shocking and surreal eyeshadows6 to fill a gap in a market saturated with neutrals.
ISSY's Active Foundation has the most foundation shades today in the local market.
By creating easy-to-use products, the burgeoning brand removed obstacles to makeup, making it easier for more people to express themselves and celebrate their individuality. Today, it’s pushing the industry to make space for outsiders while pushing outsiders to take up space.
The pursuit of perfection had driven the industry to promote a singular beauty ideal. ISSY insists that beauty can mean so much more in a rigid, vanilla universe: it, too, can be freaky.
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1 Active Skin Tint
2 Active Foundation
3 Eye & Face Customizable Palettes
4 Desaturated Blushes
5 Geleè and Mousse Lip Tints
6 Slo X ISSY Collaboration