Celebrity Makeup Artist Joey Maalouf on His New Beauty Brand ISH

Joey Maalouf

This month, luminary makeup artist Joey Maalouf (a name you might commend from The Rachel Zoe Project) debuted his makeup project, ISH (#IMSMOKINGHOT). The initial product to strike a market? A contouring kit, accessible in dual shade families. This is certainly only a ambience of what we’ll see from Maalouf, who collaborated with FabFitFun for a premiere product. We assimilated a beauty expert, who depends large names in Hollywood and L.A. as clients, for coffee during The Pierre in NYC for a contouring pile-up march and to get a plate on ISH.

What desirous we to launch your own beauty line?
I wanted to emanate a product that creates women feel some-more confident. This pack is about attack a pivotal points though carrying to over-apply. I felt, since not put it all on one palette? And it’s easy to apply—it has brushes that are labeled so we know what you’re doing. 

Why did we select contouring for your initial product collection?
I felt like contouring is carrying a large moment, though the everyday lady who’s rushing to her pursuit or wants to demeanour lovable for her date didn’t unequivocally know how to request it. If we demeanour adult “contour” on YouTube, you’ll find all these girls are erasing their faces and putting this facade on—which is good and can be fun, though it’s not unsentimental for each day. They use too many different products, creams, and powders. When we consider of contouring like that, we consider of drag queens. They do that since they need to cover their facial hair and eyebrows. But women can still demeanour like themselves and have a fresh, contoured look. I wanted to re-teach it in my approach since we didn’t feel like we indispensable to erase your face—you can still be pleasing and contoured and do it in 5 mins on your approach to work.

How did we come adult with a name?
I went into a assembly to name a product, and we had all my ideas ready. I travel in and everybody started throwing out these names. Like Beachwood Canyon. Beachwood Canyon is so not who we am—I don’t even know if we ever went to Beachwood Canyon. we consider they were going for a California vibe. So afterward, I did a small investigate and looked adult “drag black slang.” Drag queens, when they are unequivocally delicate looking, when they put their hair and makeup on, are called “fishy.” So we threw out a word “fish.” we wanted something that stands out and that people would remember. we know it held everybody off guard. But no one hated it. Then in that same breath, we said, let’s take off a “F” and call it “Ish” and it can mount for “I’m Smoking Hot.” And a hashtag can be this lady energy debate on Instagram. I went by this love-hate thing though woke adult a subsequent day and unequivocally desired it.

How did FabFitFun come on board?
I’ve been friends with everybody during FabFitFun for about 8 years. we came on as their winter beauty confidant final year and they were meddlesome in formulating a product. It was a healthy progression—we were all on a same page.

Who is someone who is doing their makeup unequivocally good these days?
I am always such a fan of Kate Bosworth’s makeup. we consider her mouth tone is always pleasing and she always gets a skin right. You don’t notice a makeup, we notice her. And we adore JLo. I’m always going to be vehement about what she’s wearing and what she looks like. She gives so most hair and makeup inspiration. Sometimes it’s natural, infrequently it’s contoured to death, infrequently it’s too glowy, and infrequently it’s so lashy. But she takes chances, and is really somebody who inspires a beauty attention and has desirous people to turn makeup artists. She was a trendsetter when I was flourishing adult and she still is.

And someone who needs to call we for tips?
There are a lot of them…I consider when we play with your healthy beauty we mount out more; people can brand with who they are because you’re identifying with who we are.

Joey Maalouf

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