Fashion & Beauty Lifestyle

Filipino makeup brand Issy & Co. celebrates first year with birthday collection

Homegrown beauty brand ​Issy & Co. Cosmetics celebrates its first year before 2020 wraps up. Twelve months in, and navigating through a pandemic for the most part, Issy & Co. still has a lot to celebrate.

In its first year, the brand has achieved multiple hero product releases, a smashing collaboration with endorser Alex Gonzaga, nods of approval by top local and international beauty influencers, and a growing community of #IssyGirls who can’t get enough of the brand and its irresistibly good, easy-to-use products.

What’s the secret formula? “Behind the brand is a team of millennials who are young, driven, and despite being new to the field, they are risk-takers who are unapologetic about who they are,” reveals ​Jasmine Ang​, Issy & Co. president, who herself is a young gun at 27-years-old. The brand’s visionary espouses the value of seeing the potential of her team. “As they come from diverse backgrounds, they each have unique strengths to bring to the table,” she says.

“We’re a very young team. All of us are in our twenties!” adds 26-year-old ​Joel Andrade​, Issy & Co. creative director. “None of us have previous experience working in the beauty industry, and the best thing about that is we don’t limit ourselves to the tried-and-tested ways of how things are done,” he explains.

“From the outside, looking in, each team member has something to say about their own struggles with the beauty industry that didn’t resonate with them,” recalls Andrade. “And that’s how we came up with our voice as a brand. We decided to be the beauty brand we wished we had growing up.”

Marching to the beat of its own drum, Issy & Co. broke free from the rules — and complicated beauty tools! — making the commitment to create hard-working beauty products that are easy to use, play with, and experiment with. No need for makeup brushes or complicated application techniques. “All our products are multi-use and can be applied using even just your fingers!”

Issy & Co. kickstarts its birthday bash by bringing back its best-selling ​Multiuse Crayon ​and ​Cream Tint​, with a brand-new formula and color selection, and, introducing their latest product, the ​Eyeliner Duo.

Easy on the eyes, lips, and cheeks, the velvety-smooth ​Multiuse Crayon​, now with the benefits of Vitamin E, makes a comeback in Burnt Taupe and Chili Nude, plus an addition of new, covetable hues in Friday Night, Gossip, Nudeful, and Slow Dance. Reformulated with avocado oil for extra moisture on the lips, ​Cream Tints are back in crowd-favorite shades Sangria and Desert Rose, and new colors called Tawny Red, Mood, and Soft Berry.

The brand’s latest attraction, the all-new ​Eyeliner Duo,​ offers a genius combination of liquid liner and gel-formulated tip in one stick. Waterproof and long-lasting, these are available in black and dark brown.

#IssyGirls are in for a birthday surprise as Issy & Co. also launches its hydrating and lightweight Makeup Serum​, infused with skin-loving ingredients Vitamin B3, Peptides, Hyaluronic Acid, and gold flecks to give off a natural-looking glow. The best part? It comes as a freebie with every purchase of P799!

Last but not least, Issy & Co.’s first birthday also marks the beginning of new traditions. True to its call to make beauty inclusive and leaving no one behind, the brand has partnered with and The Foundation Foundation PH, who both work together in helping women survivors of exploitation and trafficking in illegal sex trade.

Making the first step, Issy & Co. has made a sizeable donations to these charities, and hopes to further its efforts by working with #IssyGirls to make a bigger impact and reach more women. On 11.11, every order placed will be matched with a lipstick tube donated to these partner foundations. “We believe that makeup can become a powerful tool that could — even in the smallest of ways — empower these women to regain the confidence and courage to have a fresh start and rebuild their lives,” shares Ang.

“The brand has achieved so much, thanks to the #IssyGirls who gave our products a try, told the world about it, and embraced our message and what we stand for. This time, we want to celebrate by giving back and having more individuals experience beauty made easy,” she adds.

Issy & Co.’s birthday collection is now available online at Beauty MNL, Shoppee, and Lazada. Stay tuned on 11.11, as Issy & Co. launches its biggest ever product freebie, discounts up to 70% off, and ways to give back with every purchase.

Follow Issy & Co. on Instagram and Facebook at @issyandcompany.

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