Homegrown beauty brand Issy & Co. has always been about inclusive beauty: launching top-of-the-line makeup products that are formulated with skin-nurturing ingredients and are created in universally flattering shades that are easy to apply on different skin types and skin tones.
The brand prides itself on its “beauty made easy” ethos, promising beauty must-haves that are easy to use, easily accessible, and easy to get along with. “What I’ve noticed about the local market is that people are interested, but they feel intimidated,” begins Joel Marine Andrade, Issy & Co. creative director. “This is why we have committed to making our products user-friendly, affordable, and good for you. You don’t need to be a pro to love Issy & Co.!” he adds.
Issy & Co. makes it a point to leave no one behind. On its social media pages, Issy & Co. features real people: from male and female beauty enthusiasts, to models who proudly flaunt the facial features that make them unique.
“We create beauty products for the ‘Issy girl’ who we define as not just girls, but any individual who loves to take care of himself or herself,” says Andrade. “We strongly believe that taking care of yourself or putting on makeup isn’t gendered. It’s all about loving yourself and putting on makeup because it makes you feel good.”
This in mind, the brand couldn’t have found a better ambassador than host, actress, and one of today’s top celebrity vloggers, Alex Gonzaga. Last year, coming from the realization that consumers are eager to experiment with makeup, but feel shy or are too intimidated about it, Issy & Co. decided that Alex would make the perfect partner.
“Alex is friendly and relatable, and despite her celebrity status, she’s not intimidating,” shares Andrade. “Whenever she releases a vlog, you know you’ll end up in a good mood after watching it. We love that she has her own, genuine way of making people happy!” With Issy & Co.’s makeup line, Alex came up with fun makeup tutorials that demonstrated the products’ versatility and the multiple looks that can be achieved with it.
This year, launching her first-ever beauty collection with Issy & Co., the collaboration couldn’t have come at a better time. In dire times like today, Alex hopes that her beauty collection would make her fans happy, even in just a small way. Closely working with Issy & Co. for the collaboration collection, Alex disclosed to the team the three makeup products she can’t live without, and built the collection from there.
First is the creme blush, which, for Alex, is the best way to put color on your face and the easiest way to look fresh. Formulated with SPF15 for added sun protection, the crème blush can also be used as a lip color or an eyeshadow base, and is available in a peachy tone, pink, a darker brown town, reddish hues, and orange.
The new Issy & Co. collection with Alex Gonzaga also introduces the highlighter slim stick. “Most highlighters are strobe sticks and chubby, but ours are slim because Alex prefers using highlighters to add shimmer on her inner eye. She calls it the goddess-like look,” explains Andrade. The highlighter slim stick also makes it easier to apply shimmer on the nose line and the cupid’s bow, and can even be blended with the creme blush for a natural soft glow.
Last but not least is the lip mousse, a power-packed lip product that’s infused with skin-loving ingredients: vitamin E for its moisturizing properties, rosehip oil for its antioxidants, and SPF15 to protect the lips from harmful UV rays. “Our lip mousse packs a punch in more ways than one,” Andrade points out. “There’s more product in every tube, it’s super pigmented, it’s long-wearing, but it feels like you’re just wearing lip balm.” The lip mousse line is available in nudes and neutrals, as well as dark wine shades—the signature lip colors Alex loves to wear herself.
Keeping in mind the brand’s purpose to offer beauty that’s easily accessible, the Alex Gonzaga collection with Issy & Co. are offered at reasonable price points: the crème blush is only Php349, the highlighter slim stick is Php329, and the lip mousse is Php399.
Issy and Co.’s collection with Alex Gonzaga will be available in six “Get the Look” kits, complete with how-to notes to achieve looks as worn by Alex. The collaboration collection will be available online at Lazada, Shoppee, and BeautyMNL and in stores at Landmark Trinoma & Makati.
Follow Issy & Co. on Instagram and Facebook at @issyandcompany.
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