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FabFitFun Launches Own Makeup Line

Taps celebrity makeup artist Joey Maalouf for collection.

FabFitFun has rolled out the ISH makeup line, created in collaboration with celebrity makeup artist Joey Maalouf.
ISH contends it is spearheading a new kind of contouring with its debut product, the ISH Contour Kit. The kit features a highlighter, blush, bronzer and contour shade, all comprised of the highest quality, cruelty-free ingredients made in the USA. It is available in two color palettes, and launches alongside complementary ISH companion brushes.
ISH, which has also created a series of simple video tutorials hosted by Maalouf, is partnering with I AM THAT GIRL. ISH will sponsor 100 girls to go through self-confidence/self-esteem programs. Additionally, I AM THAT GIRL founder Emily Greener presides as a creative consultant to review ISH's creative and marketing materials to ensure that all product and brand messaging fosters an inclusive, supportive environment for today's confident women.
“We are thrilled to be collaborating with world class partners like Joey, and view FabFitFun as the perfect platform to launch new products and brands,” said co-founder and co-CEO Daniel Broukhim. “ISH is emblematic of the type of experience we unearth for our customers – fun, inspiring, easy and relatable.”

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