Isamaya Ffrench is sitting at an outside table at London’s The Maine, a stone throw’s from Vogue’s HQ. It’s a particularly sunny Spring day and everyone is full of cheer, which makes what she’s about to unveil that much more subversive. Taking its cues from the visual lexicon of BDSM culture – the lids of two serums and a mascara come skewered with wearable hard metal piercings, while a bound rubbery figure emerges from a 14 pan eyeshadow palette – Isamaya’s first make-up collection (the Industrial collection), for her brand new beauty brand, Isamaya, and its accompanying Steven Klein-lensed campaign, is as much a statement about the beauty industry as it is about beauty. Because Isamaya isn’t your typical beauty brand: it’s not selling you some...
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