‘A love letter to inclusivity’: Issy & Co. goes ‘Next Level’ with new products
By Ryan Louis Mantilla, Carby Rose Basina
In an industry catering exclusively to specific skin colors, Issy & Co. Cosmetics rose to change the game by providing a “next level” makeup selection for every Filipino.
Finding a product that matches your skin could be challenging, especially when the shade that perfectly complements your skin’s complexion isn’t on the list of options. Luckily, some international brands are expanding their shade range, leading a significant leap in the fight for inclusivity through beauty products.
The Philippines still has a long way to go in integrating different shades of cosmetics, considering that most Filipinos are naturally morenas. It is not just prevalent in makeup brands, but certain whitening products blatantly discriminate against skin tones that do not adhere to predetermined “standards.”
For Joel Martin Andrade, the co-founder and chief creative officer of the three-year-old beauty brand Issy & Co. Cosmetics, dubbing the line “groundbreaking” is a rather sad occurrence. According to him, the Philippines’ cosmetics industry should have long since embraced all-inclusive product coverage.
“As we mark our third year, we are making it our mission to redefine what it means to be inclusive. Launching NEXT LEVEL SKIN is a declaration of our commitment to constantly expand the boundaries, helping to uplift the local beauty scene,” Joel wrote on Instagram.
With a grand launch event graced by beauty enthusiasts and makeup artists, Issy & Co. went the next level and introduced its new products and new shade options to its existing, well-loved Active Skin Tint and Active Concealer.
From nine shades, the Active Skin Tint (P499) now boasts 12 wearable hues with the new additions: Epsom (a neutral, tan to deep shade), Saddle (a neutral, tan to deep shade), and Spruce (an olive, light to medium shade).
Still with the same, beloved formula, the new Active Skin Tint shades are oil-free and made with active ingredients like niacinamide to perfectly blend skincare and makeup. It is breathable and provides a sheer tint of color while providing sun protection with its broad-spectrum UVA/UVB SPF 35 sunscreen.
“We’re so happy that people love our Active Skin Tints so much, which is why we wanted to offer more variations. The more, the merrier, right?” Andrade noted.
The Active Concealer (P399), on the other hand, now offers 24 shades, all suitable for color correcting, brightening, and even contouring! Its eye cream-inspired formulation’s complex blend of humectants and antioxidants delivers hydration while helping calm irritated skin.
“Having more shades means being more precise in terms of shade-matching. As a matter of fact, we added more shades because the goal was to create a system — a system that’s tailored to compliment the wide range of Filipino skin tones and undertones and help make online shopping easier,” Andrade added.
Issy & Co. developed a “Shade Match Matrix” to make it simple for customers to identify their Active Concealer shade. The ideal shade match is found by successfully answering three guide questions based on skin tone, undertone, and purpose.
The matrix emphasizes and celebrates the variety of skin tones found in the Philippines. After all, there isn’t just one specific shade equivalent for mestizas, morenas, and chinitas. The matrix ensures that nobody is left behind. “In fact, a consumer study was conducted with 32 participants, who found their respective shade matched through the matrix and experienced the product claims firsthand.”
Joining the set of new releases is Issy & Co.’s lightweight, multipurpose, and blurring True Flex Powder Foundation (P549), which gives a matte finish with medium, buildable, to full coverage. It will also let you set and touch up your makeup.
“It is infused with ethylhexylglycerin and Japanese camellia seed oil, which helps soften the skin. The True Flex Powder Foundation stretches with your facial movements, making it stay on the skin for up to 12 hours,” the brand shared in a press release.
Perfect for on-the-go makeup wearers, the nine-shade powder comes with a flat sponge to give more coverage and a built-in brush for a sheer application. The brush’s narrow and curved shape is intended to accurately cover targeted areas while simultaneously covering large areas with a single sweep.
“I mentioned earlier that the more, the merrier, right? Well, we made more shades not just for the sake of creating them. We made more shades the right way. How so? With a system in mind.”
Finally, the True Flex Illuminator (P349) is designed for those who prefer a more luminous or glowy finish. “Coming in three shades, the True Flex Illuminator is a versatile luminizer that offers glow in various ways and amounts.”
“Formulated with glycerin and micro-fine pearlescent pigments, this non-greasy and non-sticky illuminator adds radiance whether used alone or with the Next Level Skin range. The True Flex Illuminator delivers a lit-from-within glow when used as a primer. It can be mixed with the Active Skin Tint for a more luminous finish, or used as a regular highlighter on the face and body.”
Issy & Co. continued, “The True Flex Powder Foundation and True Flex Illuminator were created to adapt accordingly to one’s makeup preference and style. Together, they highlight how flexible makeup is and should be. This ambitious collection was two years in the making, and I’m so thrilled that it’s now a reality. I’m even more thrilled about what it represents — a step forward not just for what’s inclusive but for what’s possible. At Issy & Co., we love doing more than what is expected and this inclusive 48-piece collection proves that.”
A love letter to inclusivity
Andrade explained in an interview with Global Daily Mirror, “The whole concept of next level skin is that we wanted to really redefine what it needs to be inclusive, because naiinis ako na parang: Bakit yung ginawa namin is “groundbreaking”? This should’ve been done years ago.”
“The whole concept of next level skin is that we wanted to really redefine what it takes to be inclusive because I’m fed up with how this is regarded as “groundbreaking.” This should’ve been done years ago.”)
“So when I became the chief creative officer, no, we had to show that beauty comes in all shapes, all forms, and all colors. That’s what next level skin is all about. We wanted everyone to feel seen and included.”
For him, going to the next level is about having options, and that is what he “hopes” for the beauty industry.
“The reason why we did this is not just for us, it’s parang china-challenge namin ‘yung whole industry. If kaya ng three-year-old brand, na nag-start sa pandemic, ano’ng excuse ng other brands who are even bigger than us?”
(“The reason we did this is not just for us; it’s like we are challenging the whole industry. If a three-year-old brand, which started during the pandemic, can do it, what excuse do other brands, who are even bigger than us, have?”)
“It’s kind of like our love letter to the local beauty community, we deserve more, we are worthy of more, and kaya (it is attainable).”
Originally published at globaldailymirror.com on October 27, 2022.
