Founding

Issy was founded in 2019 under the original name Issy & Co., emerging during a period of growing receptiveness to locally developed cosmetics in the Philippine market. For founder and CEO Jasmine Ang-Chua, the venture was personal; she sought to create a Filipino company that could compete with international brands on quality, creativity, and design, rather than positioning local products merely as cheaper alternatives.[3]

Co-founder and Creative Director Joel Martin Andrade joined the venture from a background in fashion and retail, having previously worked with Philippine brands such as Folded & Hung and OXGN. His expertise in design and branding became integral to the development of Issy’s distinct identity.[2]

Early years and digital growth

In its initial years, Issy presented a minimalist aesthetic while navigating the rapidly evolving local beauty landscape.[4] The brand’s launch coincided with the rise of e-commerce and social-media-driven beauty consumption in the Philippines. Having established an online presence prior to the COVID-19 pandemic allowed the company to adapt quickly when physical retail was disrupted by lockdowns, making 2020 a pivotal year for digital growth.[4]

Rebranding and identity transformation

Beginning in 2021, the company underwent a significant identity transformation, transitioning from Issy & Co. to simply Issy. This rebrand marked a departure from its earlier minimalist presentation in favor of a more experimental aesthetic characterized by bold typography, metallic packaging, unconventional campaign imagery, and fashion-oriented styling.[4]

Andrade described the shift to a single-word name as a statement of confidence, intended to establish an identity capable of standing independently alongside major international beauty companies rather than appearing as a small local label.[4] This strategic pivot helped differentiate Issy within the increasingly crowded Philippine local beauty market.

Issy’s mission centers on making beauty easy, with products designed to be effortless, versatile, and conducive to self-expression without requiring professional skills.[1]

Inclusivity

Inclusivity remains a defining theme for the brand. Co-founder Joel Andrade has cited his own difficulty finding suitable complexion products for deeper Filipino skin tones as a catalyst for developing broader shade ranges.[2] Beyond product formulation, Issy’s campaigns and development processes aim to challenge the notion of a singular “correct” or ideal appearance for Filipino consumers.

Self-expression and accessibility

Rather than positioning makeup solely as a tool for concealing imperfections, Issy frames it as a form of individual expression, encouraging experimentation ranging from natural looks to dramatic styles.[1] This philosophy aligns with the growth of tutorial-based and creator-driven beauty culture, catering to consumers who learn techniques through short-form video and social platforms.

From its origins in color cosmetics, Issy has expanded its catalog into several major categories:[1]

• Base: Complexion products including foundation and face items
• Cheek: Blush and related products
• Eye: Eye makeup
• Lip: Lipsticks and lip products
• Fragrance: Perfumes and scent products
• Tools: Makeup accessories and application tools
• Accessories: Complementary beauty products

A notable aspect of Issy’s product strategy is the development of extensive shade ranges for complexion products. The Active Foundation, for example, launched with 27 shades, representing an unusually broad selection for a local cosmetics label at the time.[4]

The brand has also expanded into fragrance with perfumes such as Scent of Possibility (492), Scent of Intensity (030), and Scent of Familiarity (551), signaling a shift toward becoming a broader beauty and lifestyle brand.[1]

Issy’s current visual identity draws heavily from retro-futurism, featuring metallic surfaces, strong typography, and stark layouts that borrow from fashion and contemporary pop culture.[4] This aesthetic departs from the softer, minimalist language traditionally associated with many beauty brands.

Campaigns often treat cosmetics as part of a larger cultural identity, featuring models in statement clothing or unconventional makeup rather than adhering to traditional beauty standards. This creative direction intentionally celebrates distinctive faces and personalities over conventional beauty imagery.[4]

Originally a digital-native business, Issy has expanded into physical retail through dedicated Space Issy stores, Space Pod counters, and distribution via department stores, Watsons, and Look At Me locations.[1] Current store locations include:

• One Ayala
• Alabang Town Center
• Trinoma
• Glorietta
• SM North EDSA
• SM Megamall
• Uptown Mall
• Market! Market!
• SM Aura
• Festival Mall
• SM Clark
• SM City Cebu
• Ayala Malls Capitol Central
• Ayala Malls Centrio

This physical expansion reflects the broader transition of Filipino digital-native beauty brands into conventional mall retail environments.[1]

Issy outlines several core principles underpinning its organization:[1]

• Fearless vision: Challenging established conventions surrounding beauty
• Radical inclusivity: Emphasizing individuality and representation
• Exceptional service: Focusing on the consumer experience
• Attention to detail: Prioritizing formulation, shades, and finishes
• Kindred creativity: Encouraging collaboration and diverse creative perspectives

These values mirror the brand’s public personality: experimental, youthful, fashion-conscious, and less bound by conventional beauty rules.

Issy represents a broader shift in Filipino consumer culture where local ownership is integrated into brand appeal without relying on aesthetics that appear merely “local.” While its design language is globally inspired, its product development and marketing remain deeply connected to Filipino consumers, challenging historical hierarchies that favored international brands.[3][1]

The brand’s significance lies in combining local identity with international-level design aspirations and products adapted specifically for Filipino consumers. This approach has established Issy as one of the most recognizable contemporary names in the Philippine cosmetics market.[3]

Closely tied to the modern creator economy, Issy leverages beauty content, social media campaigns, and online communities as primary mechanisms for product discovery and engagement, reflecting the evolution of beauty consumption in the digital age.

1. About – Issy Cosmetics
2. Inclusivity in Every Shade: Issy Cosmetics’ Founding Story – Let’s Talk Retail Episode 46 – Philippine Retailers Association
3. Jasmine Ang Chua on building Issy Cosmetics | Tatler Asia
4. Issy Cosmetics and The Creative Forces Behind It