Cosmetics Business reports that make-up artist Isamaya Ffrench has reportedly stepped away from Isamaya Beauty, the brand she founded in 2022 in partnership with the Italian beauty incubator Flash Beauty Holdings.

According to the outlet, citing a new report by The Business of Beauty, the founder allegedly departed the eponymous brand in 2025.

The clearest signal came on 9 October, when Ffrench replied to a customer's Instagram comment about lost orders, writing: "I am afraid I am not associated with the company anymore and have not been for some time."

Cosmetics Business notes it has yet to receive official comment from either Ffrench or the brand.

This is a reversal in a beauty industry that loves founder-led labels, where the founder's face is usually the marketing.

Cosmetics Business describes Ffrench as one of Britain's most popular make-up artists, with high-fashion editorial campaigns and celebrity clients including Rihanna and Kendall Jenner.

A brand built on that identity now appears to be running without the artist whose name it bears — and the reveal came not in a press release but in an Instagram reply to a customer complaining about customer service, which Cosmetics Business says Ffrench called "unacceptable."

Cosmetics Business reports that fans are speculating Isamaya Beauty could be facing closure, citing three signals: the brand's Instagram page has been inactive for the past 12 weeks; product prices have been slashed on its direct-to-consumer website; and comments under recent posts are filled with complaints about orders and unanswered customer service emails.

The outlet quotes Sophie Daly (@sophiedaly_beauty) saying she sent three emails and two direct messages over two weeks with no response, calling the customer service "appalling," and another user warning: "My order arrived damaged, they will not return my money, and they completely ignore customers."

Cosmetics Business frames the episode within a rough stretch for independent beauty, pointing readers to related coverage of Scarlett Johansson's skin care brand The Outset shutting after four years, Dermatica permanently closing its US operations, and Gallinée founder Dr Marie Drago departing her business.

For a devoted beauty reader, the Isamaya Beauty situation is a case study in how quickly a buzzy artist brand can wobble when its founder steps back — especially when the customer-service complaints are appearing publicly, in comment sections, rather than in support inboxes.

Cosmetics Business says the question "Is Isamaya Beauty closing down?" is now circling online as fans ponder where the brand could go next, while both Ffrench and Isamaya Beauty have not yet issued the official comment the outlet requested.

Until either party speaks, the only confirmed statements are Ffrench's own Instagram replies, which confirm her departure but say nothing about the brand's ownership, direction, or fulfilment of pending orders.

Cosmetics Business also notes Ffrench has been named Lashify Global Brand Ambassador, a role in which she and Lashify founder Sahara Lotti plan to collaborate on what the brands called "a new standard for boundary-pushing beauty," and has teamed with Westfield to share her futuristic make-up predictions at a UK pop-up.

ELLE Australia separately reports that celebrity make-up artist Nina Park, known for Zoë Kravitz and Sadie Sink, has trademarked her own name for cosmetics and a product called "Lip Shadow," per Beauty Independent.

The contrast is striking: one celebrated artist's namesake label appears to be winding down while another's is just beginning.