Joey Maalouf and FabFitFun Launch New Makeup Line


LOS ANGELES — FabFitFun announces its boldest venture yet with the official launch of ISH, a fresh and innovative makeup line, created in collaboration with celebrity makeup artist Joey Maalouf. FabFitFun and Maalouf aim to make makeup fun, approachable, and inspiring, leaving people uttering the brand’s namesake and message of self-confidence: #IMSMOKINGHOT.

ISH 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, Light/Medium and Medium/Dark, and launches alongside complementary ISH companion brushes.

ISH has created a series of simple video tutorials hosted by Maalouf, that further underscore the accessibility of the brand. “There are so many beauty products on the market, so it’s hard for women to find the best ones in a cluttered space,” says Maalouf. “We wanted to create a makeup line that is accessible and encourages consumers to experiment and have fun with makeup.”

To further its confidence-centered mission, ISH has partnered with social movement and online community, I AM THAT GIRL, by sponsoring 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.


ISH was inspired by signals FabFitFun was seeing in its troves of consumer data. “We’re lucky to have passionate and engaged members. They tell us what they love, what they hate, what they need. ISH is a perfect manifestation of us listening, seeing whitespace, and launching something novel and special,” says Michael Broukhim, co-Founder and co-CEO of FabFitFun.

“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,” adds 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.”

ISH is positioning itself to be the leading digital, direct-to-consumer beauty brand offering the highest quality products and unrivaled customer service to its network of celebrity and consumer fans. The contour kit will have an MSRP of $32.00. The companion brushes will have MSRPs of $18.00, $22.00 and $28.00, respectively. Please visit for purchasing inquiries and to learn more.

About FabFitFun:

Founded in 2010 by Co-CEOs Daniel and Michael Broukhim and Editor-in-Chief Katie Rosen Kitchens, FabFitFun inspires women to lead happier, healthier lives through product and brand discovery. Its flagship subscription service, the FabFitFun box, delivers a curated collection of products across lifestyle categories – beauty, fashion, wellness, fitness, home, technology and beyond – each season. Members receive over $200 in full-size products for $49.99 and are embedded in a community dedicated to discovery and self-betterment. Join FabFitFun by visiting

About Joey Maalouf:

Celebrity hair and makeup artist, Joey Maalouf, has coiffed and painted the faces of A-list celebrities, top-notch designers, and runway supermodels, proving that he is a one-man glam squad. Celebrity clientele include Rachel Zoe, Molly Sims, Jessica Alba, Diane Von Furstenberg and more. In February 2015, Maalouf created The Glam App, a highly sought after, on-demand beauty app that offers quick, on-the-go beauty service bookings directly at your fingertips from mobile devices. Maalouf’s most recent endeavor includes serving as FabFitFun’s Beauty Advisor and ISH collaborator. Maalouf’s artistic ingenuity and infectious personality, coupled with his keen ability to organically interpret a client’s vision, have cemented his name as one of the beauty industry’s elite.


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