Our Story

Joey Maalouf and FabFitFun introduce ISH, a fresh and innovative new makeup line that celebrates authentic beauty from the inside out. We believe that makeup should always be fun, easy, and above all, something that enhances — not masks — who you are.

With over 10 years of experience working with the biggest names in Hollywood, Joey leads the ISH team in creating products that are the highest quality. We believe in developing cosmetics that emphasize everything already beautiful about you so that you can walk out the door every day thinking, “I’m smoking hot!”

Our debut product is a contour kit featuring a highlighter, blush, bronzer and contour shade, all comprised of the highest quality, cruelty-free ingredients and made in the USA. The kits are accompanied by companion brushes and simple video tutorials that further underscore the accessibility of ISH.

All ISH products are available directly at ISHbeauty.com. We got rid of the beauty counter and decided to pass the savings along. Enjoy, mwah.

Our commitment to you: To further our 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. In addition, I AM THAT GIRL founder Emily Greener currently presides as a creative consultant to ISH to help us ensure that we continue to foster an inclusive, supportive environment for today’s confident women. Learn more about IATG and our partnership with them here.

Questions? Get in touch with our experts at hi@ishbeauty.com.