Byredo is widely known for its covetable fragrances, candles and leather goods, and it was just about time the brand ventured further into beauty with an equally wish list-worthy line of makeup products.
This is makeup that lives, moves and breathes with the wearer and does not demand sophisticated application or a permanent filter IRL.
Falling in line with Byredo’s world-view on breaking any gender and identity boundaries, the new makeup line was conceived by Ben Gorham, Byredo’s Founder and Creative Director and Isamaya Ffrench, British make-up artist. You can expect to find multi-purpose products such as the Colour Stick (apply on either your eyes, lips or cheeks and you’re good to go) and the products are crafted to see you throughout the whole day.
Two years ago, Byredo Founder and Creative Director Ben Gorham started working on what would become Byredo Makeup. “We wanted makeup – both wearing and making – to be instinctive”, Gorham states. “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”. Different, but no lesser a counterpart to the personal, human elements its fragrances imbued.
After the initial run of making fragrance and how that related to people’s ideas of beauty, I started to learn how it related to being beautiful. 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.
Together with renowned makeup artist Isamaya Ffrench, Gorham started with color, weaving a narrative around an idea they called the ‘open beauty system’. The idea was to take traditional makeup products and give them a multipurpose lease on life, giving the choice of self-expression back to the wearer.
The ensuing Colour Stick, arriving in 16 shades, launches beside lipstick (in 7 satin and 8 matte shades), Mascara, eyeliner and lipbalm. Though the latter products aren’t multipurpose, Gorham and Ffrench would instead position subjectivity in the weight of the colors and names.
As in Byredo’s scents, it’s about translating an emotional connection, this time through colour and language; there is a nostalgic, specific, sensorial attachment through both the colours and the names.
Isamaya Ffrench, Byredo make-up artist
Imagine, without seeing, what a ‘Red and Blue’ or ‘Divorce’ red lipstick might look like. Then imagine the product in your hand – the curvilinear, anthracite metal-cased lip balm or curved red mascara container – hear the click of the lipstick’s gliding magnetic closure.
Physical objects ground each product narrative, in a matter of form follows function, and wholly still representative of its own totemic quality.
The packaging itself is just as pretty as the product. Created by Gorham, the packaging presents products that scream objects of desire.
Byredo Makeup will be available on October 1 in Byredo stores in London, New York, Los Angeles, Paris, Stockholm, Singapore, Dubai, Seoul and Taiwan, and Through select partners in USA, UK, France, Sweden, Hong Kong, Korea, Middle East and Japan.
The October launch will include the Colour Stick ($30 USD), Lipstick ($42 USD), Mascara ($45 USD), Eyeliner ($40 USD) and Lip Balm ($42 USD) while the 5-Colour Eyeshadow ($70 USD) will release in November.
Keep an eye on Byredo’s website to shop the upcoming line, follow along via the brand’s Instagram, or here on Yakymour. Come into the beautiful world of Byredo.