Challenging beauty traditions is no stranger. She finds best beauty products for ordinary people might consider strange, and the makeup artist and brand founder revels in creating eye-catching, shocking and beautiful visuals at the same time. Her latest makeup collection, available for pre-order, is the next step in the evolution of her namesake label.

While the Wild Star collection won't hit shelves for a few more months, it promotes the grit, grime, glamour, and lawlessness of the American West in gorgeous packaging and wild advertising. She told BAZAAR.com: "I hope every collection I work with the brand inspires people and showcases the many personalities you can have through makeup."

Via Zoom, Ffrench shared with BAZAAR.com why she chose the Wild West to embody her new release, why she doesn't look to the internet for inspiration, and how director Steven Klein's doorman ended up in her latest campaign video.
The Industrial Collection is your debut for ISAMAYA Beauty. How is the new Wild Star series different?

I think it's more girly. I don't necessarily want to say feminine, because there's still a sloppier feel to it, especially in campaign videos. But as far as the palette is concerned, this time there is pink. It's not just black and all these deep colors. It's more uplifting and captivating. It's very gold and has this idea of ​​retro glamour. I think there's a big difference in the central characters and the overall atmosphere. You can't get rid of it.

What story does the series tell and why are you telling it?

The story of all the things I've come up with, that doesn't sound too ridiculous, is confidence and empowerment. You know it sounds a little silly, but in all the stories I've written, it's about this woman or this character, she's playing these very capable characters and looking pretty or glamorous or edgy and playing with makeup very happy. In this case, I really love that we have this really glamorous girly pink makeup look in this scruffy Texas dive bar that falls on these guys and gets into bar brawls [in campaign video] middle].

You describe the collection as unleashing your "inner cowgirl." What inspires this Western vibe?

Honestly, it's just a feeling. Especially after the industrial series is so dark, scruffy and industrial, it makes sense to do something that feels like a contrast. Although my Instagram account might say otherwise, I'm not a particularly teenage girl. I was able to get into the moment of Cowgirl's femininity, but I still felt like enough because she was in a dive bar doing her lasso work. So I was able to access it and still feel like my own personality was there. Does that make sense?
How does all this translate into gorgeous packaging?

The packaging itself can always say something slightly different from the activity. When I design these things, I have to remind myself that they end up either in a handbag or on a bathroom shelf. It's great to create things that you think will look beautiful in those spaces. Then, of course, you can detail and tell the story with moving images.

My team, we do a lot of research on vintage objects and jewelry and those finely decorated ones. That's really where I get a lot of inspiration from, especially for this collection. I think we found a really beautiful horse brooch and I thought, "Wow, this looks amazing. What if it turned into a makeup collection?" It took a lot of research, just finding you Think very nice, pretty things.

Where do you go for inspiration?

I really believe in casting a wide net. My art director works with me on product development, and she has a passion for research. So sometimes we do research at the New York Public Library, or we flip through books. The internet is actually not the best place for image research. So it's really about casting a net and keeping your eyes open.

You mentioned in your press material that your collection is for makeup lovers who don't want to conform. Can you elaborate on this sentiment?

It simply means welcoming new forms of creative expression through makeup. And also the story we're telling and the way we use shiny, bold eye makeup, we have this very pretty tri-tone bronze lip liner and matching lipstick. I don't think anything we do has a minimalist feel. It's like, "This is makeup, this is our version." So I guess in terms of compliance, it just means trying something new.