Not a FabFitFun member? Get the ISH line at ISHBeauty.7 Best contour kit for a natural look Credit: Look Fantastic Its versatility and simplicity makes it a must-have. Simply throw it in your bag on the way to work or use it to create the perfect glam weekend look. The kit is paired with companion brushes and easy-to-follow video tutorials so all women can feel comfortable and confident using it. The kit features a highlighter, blush, bronzer, and contour shade – it’s basically a one-stop shop. The all-in-one palette makes it super easy to get the look without the massive time suck. I don’t know anyone who has the time to spend an hour (or more!) on her makeup before work or a night out. Can you tell us why it is a must-have item for every woman?Ĭontouring can seem daunting and incredibly time consuming. ISH’s debut product is an of-the-moment contour kit. Plus, the products are directly tied to the brand ethos and message (#IMSMOKINGHOT), so women can feel empowered through ISH. He’s used the tips and tricks he's learned throughout the years to create gorgeous products that simplify the process so that anyone can pick them up and look her best. Our Beauty Advisor, Joey Maalouf, has been in the beauty business for over 10 years working with the top talent in Hollywood and has incredible insight into what women want. They are products that you want to use again and again, whether you are a beauty newbie or a beauty guru. The ISH line is comprised of the highest quality products, but still aimed at making makeup easy, fun, and accessible. We wanted to give members all of the benefits, but take out all of the intimidating work and make it easy and fun. We’ve been bombarded with these videos of girls turning their faces into tiger-like paint jobs and while the idea is cool, it’s also a little scary for most of us. However, we saw that there was clearly something that wasn’t quite right. For example, contouring has been a huge focus for the beauty world and our members were interested. We use the data to source better products each season. Our team is very tapped into the current trends and we make sure to know which ones our members love. This information gives us deep insights into our customers. We have tens of thousands of members who fill out detailed surveys on what they do and do not like. We are all about giving our members exactly what they want at FabFitFun. Can you explain how this information was used to inspire the line? ISH was created by pulling from FabFitFun’s consumer data.

The hashtag #IMSMOKINGHOT is a little cheeky, but the idea is that we want every woman – young, old, thin, curvy, tall, short and everyone in between – to feel beautiful and her best.

We go the extra mile to make sure all of our language, imagery, and everything else we put out as a brand makes people feel great. Just a subtle change in language can make a huge difference between someone feeling great about herself or not.

Together we wanted to create a message that simply helps women feel good. I AM THAT GIRL is a nonprofit that works to empower girls across the country and we have been big fans of Emily for a while. To create this idea of positive beauty we joined forces with the Emily Greener, CEO and co-founder of I AM THAT GIRL and recent winner of the DVF award. We wanted to go in the opposite direction and find a way to create a line that makes women feel good about themselves everyday. That said, many beauty brands can make women feel like they are not good enough. I am a huge makeup fiend and love all things beauty. How does the line promote the #IMSMOKINGHOT message? We believe in developing cosmetics that emphasize everything already beautiful about women so that you can always walk out the door thinking, 'I’m smoking hot!' Our first product – the ISH contour kit is super high quality, cruelty-free and made in the USA. When we were playing with the idea of creating the line we knew we had to tap into the unparalleled expertise of celebrity makeup genius Joey Maalouf. The line is all about celebrating beauty that comes from the inside out – one of the core values of FabFitFun. Makeup is something that we love and believe that it should be fun, simple, approachable and 100% enjoyable. ISH is a new, must-try makeup line from FabFitFun and Joey Maalouf that looks at beauty in a non-traditional way.

Q&A: Katie Ann Rosen Kitchens, Co-Founder and Editor in Chief of FabFitFun

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