FabFitFun Is Going Out of the Box With Its Debut Makeup Line, ISH Beauty

Birchbox isn’t the only subscription service to break free from the confines of its monthly boxed deliveries. FabFitFun, a online content provider-turned-lifestyle subscription service, is making its into the world of beauty with its new makeup line, ISH.

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ISH, an acronym that stands for “IMSMOKINGHOT,” was created in collaboration with celebrity makeup artist and FabFitFun beauty advisor Joey Maalouf, whose clients include Rachel Zoe, Jessica Alba, and Molly Sims. As a way of breaking into an already over-crowded field, the ISH line will tackle a popular product in a new, accessible way: the Contour Kit. Available in two color palettes (light/medium and medium/dark), and comes with specific brushes to make what can be a complicated and intimidating beauty process that much easier.

The whole idea behind ISH’s kit, rather than erase your face and replace it with a new, highly-made up, contoured one, is to use the contour kits to accentuate your natural features. Listen to Maalouf and the FabFitFun team explain their thought process behind the creation of ISH below:

Maalouf, who will be hosting video tutorials on the brand’s sit, also said,

“There are so many products on the market, it’s hard for women to know what to purchase and how to apply it properly. This contour kit is an all-in-one palette made easy — it has a highlighter, blush, bronzer and contour shade. I’ve also created three brushes that are matched with each shade in the kit. I feel, as an artist, I’ve simplified the contouring game by making it easy for anyone to achieve the results of a professional.”

As someone who has to add at least an extra 30 minutes to her beauty routine when she knows she wants to contour her face with the tried-and-true Anastasia Beverly Hills Contour Kit, a palette and brush combo that actually makes contouring doable is kind of a beauty dream come true. 

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Additionally, ISH is working with Emily Greener, the founder of I Am That Girl, an online platform that serves to raise standards for how girls treat themselves and each other, building a community in which these girls can feel safe to be themselves. In a world where it seems like self-esteem is such a rare thing, their work is incredibly important. Greener will act as a creative consultant for the emerging beauty line to ensure that their overall product messaging instills confidence in its audience. 

The Contour Kit ($32) and accompanying brushes (there are three, all of which range in price from $18 to $28), will launch on March 10, and that’s just the beginning for the brand. They have plans to expand into more face products, including a primer set to launch this summer.