Byredo debuts spontaneous and gender-free makeup line

The lifestyle brand expand its product range even further in October.
September 03, 2020

It’s been two years in the making, but the fragrance associated brand Byredo is now ready to launch a makeup collection. Swedish founder Ben Gorham turned to British makeup artist Issamaya Ffrench to make the collection happen, and the two opted for an unconventional and spontaneous approach. The collection never took gender into consideration, for instance.

— I started to feel that there could be a very visual manifestation of beauty for Byredo; I thought our visual ideas could be as different as our approach to scent. 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. Ultimately, beauty is subjective — Byredo Makeup had to reflect that, explains Gorham.

Gorham and Ffrench’s relaxed approach shines through in their products, like the versatile ”Colour Stick” that lets the wearer decide how it should be used — whether on the eyes, lips, or cheeks. The collection lives, moves and breathes in harmony with the wearer and does not demand a sophisticated application, according to the two creators.

— 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. I wanted to create a sense of freedom in the way we approach using makeup but also in the way we communicate the products, says Isamaya French.