In a new edition of its beauty format "Insider's Edit", online retailer Zalando spoke with make-up artist and brand owner Isamaya Ffrench. In an exclusive tutorial, she shows how to recreate three viral It girl looks – including Charli XCX's Met Gala smoky eye, Gabriette's contoured foundation and Julia Fox's dark lips. In a tea room setting, Ffrench also tells stories and provides background information on her iconic looks and introduces her favourite products. They can be found via a new make-up board feature that curates products and tutorials on beauty trends.

Magazine with insights from experts

Last year, Zalando announced plans to further expand its lifestyle segment and launch the edutainment magazine "Insider's Edit" with beauty experts. In it, celebrities provide authentic and insightful glimpses into their working methods, products and techniques. The new issue featuring Ffrench is the second instalment in the series after skincare specialist Sophie Carbonari. In it, the well-known make-up artist and beauty label founder provides insights into successful It girl looks. According to the European e-commerce platform for fashion and lifestyle based in Berlin, the "Insider's Edit" format is designed to give users tips, tutorials, inspiration and professional beauty recommendations for more confident looks.

From face painter to beauty rebel

British make-up artist and creative director Ffrench began her career as a face painter at children's parties and later as a make-up artist in theatre and body art. She is known for challenging standards in the beauty industry. Her work has appeared in international fashion magazines. She previously developed make-up lines for luxury brands such as Louboutin, Yves Saint Laurent and Tom Ford. "Isamaya brings expertise, craftsmanship and a genuine connection to beauty enthusiasts," says Virginie Duigou, Head of Beauty Buying at Zalando. Finding the right products should be an entertaining and inspiring experience. According to Ffrench, individual beauty also offers an opportunity to appreciate what makes people unique.

Source: Zalando