Byredo has officially announced that its inaugural makeup line will be released on October 1. Joining the ranks of the brand’s stripped-back yet ultra-luxurious perfumes and candles, it’s been designed to shake up the industry. “Ultimately, beauty is subjective – Byredo Makeup had to reflect that,” says the brand’s founder Ben Gorham. Having worked on the collection for the past two years alongside British makeup artist Ismaya Ffrench, they’ve achieved just that.
Hinting at the launch in early August on its social media the brand released three campaign videos featuring a CGI-generated image created by artist Jesse Kanda. Almost alien-looking, its skin transformed into a variety of shades and across the bottom read ‘Byredo Colour’. “As I started to really look at the beauty world, I found much of it conservative and conventional. I thought we can do this, and we can do it differently,” explains Gorham. The 33 strong debut drop features 16 color sticks to be used as you please from the eyes to the lips and skin, a liquid liner, mascara, and lipsticks that offer up 15 shades. Arriving in packaging that’s reminiscent of sculptures with an 80s vibe, it’s undeniably minimalistic and chic.
“I’ve always wanted to redefine the approach to creating a makeup collection. I don’t want to tell people how to wear the cosmetics, just to inspire them,” says Ismaya Ffrench. Known for her unique approach to beauty that includes working with prosthetics, she is continuously pushing boundaries. “For example, some of our first products are simply sticks of colour – colours that are universally beautiful and to be worn in whichever way you like. I wanted to create a sense of freedom in the way we approach using makeup but also in the way we communicate the products. Byredo can be anything – that is what we are trying to establish,” adds Ffrench.
At the heart of the collection is emotion. Encouraging each and every one of us to reimagine what it means to be beautiful, the formulations, especially the color sticks encourage us to experiment. Pick up the shade Kinda Blue and you can choose to layer it up, blend it out till it almost fades away and leaves a dusting of gold glitter, or mix and match it with another stick. The list goes on. Working with a leading international cosmetics lab the collection is fully vegan, with a subtle fragrance produced for each product. It has also been designed for inclusivity with each of the pigments created to suit all skin tones.
Byredo makeup will be available exclusively on Ounass.com and Bloomingdales.ae on October 1