Why is Issy and Co so popular among Filipino Gen Zs on Tiktok?

Issy and Co True Flex Powder Foundation, Active Skin Tint, Active Concealer, and True Flex Illuminator review, price, swatch, demo

PRICE: to be detailed in the article

FROM: Free

OTHER LOCATIONS: Available online and in leading department stores

THE VERDICT:

I discussed with another beauty vlogger how Issy and Co was one of the best brand pivots during the pandemic. Issy and Co was launched maybe a year or two shy of the pandemic and we all know what happened that time. It was probably one of the worst times to be in as a new beauty brand because the market was disrupted. They were brilliant enough to recognize Tiktok as an emerging platform and its potential to catapult brands to fame through its community, the Gen Zs: they're the new generation of consumers and have created a community and culture of their own on Tiktok during the two years of lockdown. Gen Zs love brands that resonate with them and Issy and Co has successfully inserted themselves into the community. From being a Millennial- targeted brand with a generally 'okay' brand positioning, Issy has turned themselves into the choice brand for Gen Zs because they're hip, modern, and most of all, relatable.

Marketing class, dismissed!

Anyway! They sent me their Gen Z- approved face products: Active Skin Tint, Active Concealer, True Flex Powder Foundation, and True Flex Illuminator. What's the hype all about? Let's find out.

 

This is Issy and Co's core face collection and what the Gen Zs are currently loving. For an affordable makeup brand, it looks chic!

Issy and Co Skin Tint (P499) is an oil- free tinted moisturizer with Niacinamide to help lighten spots and nourish the skin. It comes in 12 shades and has SPF 35.

It's rare to find local beauty brands that offer tinted moisturizers because we're either a BB Cream or Foundation country, more so skin tints that come in a whopping 12 shades (this is A LOT already for a retail Filipino beauty brand), I'm glad Issy and Co is paving the way to more inclusivity in retail complexion products.

Skin Tint is a lightweight, moisturizer- like tint with light to medium coverage. My shade is Sienna, a medium deep beige with a yellow undertone.

Issy and Co Active Concealer (P399) comes in a whopping 24 shades (again, a lot for a retail Filipino beauty brand). Formula is oil- free and infused with Hyaluronic Acid.

Ingredients

The shade I have is PL2. It's a light medium beige with a yellow undertone. The shade diagram on their Shopee store said that it's a peach- toned concealer, but I beg to differ; PL2 is more yellow than peach. That said, their diagram isn't really accurate so best to check out reviews or swatch the products in person so you can find the best shade for you.

Consistency is gel- cream and texture is semi- creamy. It provides medium to semi- full coverage. Feels very hydrating, which is a good thing.

True Flex Powder Foundation (P549) promises full coverage with skin blurring properties. It comes in 9 shades. Shade range for this product is okay, but pales in comparison with the Skin Tint and Active Concealer.

But one thing that I love about this powder is the packaging. It's so chic! Reminds me of Marc Jacobs makeup, but sans the price!

The flat powder brush is very handy and I like that it's synthetic so it's cruelty- free. Personally though, powders are best applied with a fluffy brush because it helps disperse and even out the pigments properly on the skin versus a flat brush. Don't expect too much from the brush in this compact because it is just a neat extra, an emergency applicator and converts this powder foundation into a blotting powder if you bring it around. But in the beginning steps of your application, I would recommend to use a fluffy brush.

The shade I have is Sienna from the Medium- Tan range. It's a medium deep beige with a warm undertone, but borderline Olive. It's a bit dark for me, but workable. I can see myself using this when I get more tan this summer or if I finally decided to match my powder not only to my chest, but to my entire body LOL.

True Flex Powder Illuminator (P349) is a complexion illuminator. It comes in 3 shades.

Ingredients

The shade I have is Ray, which is described as a pearl opalescent glow. It's ideal for fair skin types, but there's a bit of warmth in it so I can see medium and warm- skinned girls rocking this shade. Texture is gel- cream. Very easy to apply and coverage is customizable: apply a sheer amount across your skin to get a luminous glow (think Charlotte Tilbury Flawless Filter) and apply a concentrated amount on the highest points of your face to get a highlighter effect. We like versatile products.

And here's an Issy and Co accessory: a powder foundation sponge that you can buy separately and insert in your True Flex Powder Foundation compact. It fits!

Let's try the concealer. Here's my bare under eye.

One semi- thick layer of Active Concealer. I like this concealer. It's decent, feels hydrating, and as you can see, it did not settle into fine lines nor showed early signs of creasing since it has hydrating properties. Pretty good. I just wish I got a better shade though.

Let's try the skin tint. Here's my bare face.

I didn't apply anything to conceal my post acne marks, just two layers of Active Skin Tint and even if it did not cover my marks completely, it has at least significantly evened out my skin tone. I am not expecting a lot of coverage from a Skin Tint because hello, it's a tint and it's supposed to be light, but I do appreciate a bit of coverage and this product manages to exist between those two preferences of mine when it comes to skin tints.

Here's my face with the powder. I applied it using a fluffy brush. I like the soft, mattifying effect. It feels lightweight on the skin and since it's a powder foundation, it has boosted the coverage of the skin tint more and managed to reduce the appearance of my post- acne marks by another 30 percent.

Here's me with the True Flex Powder Illuminator on the highest points of my face. Very easy to use and works well even on top of powdered skin. You know how much I love these types of products.

Staying power is okay. It takes about 4 hours before my T-Zone becomes oily. The concealer held up pretty well and did not fade nor crease. I think the face products of Issy and Co don't really claim to be very long- lasting, but since all the formulas have hydrating ingredients, it helps the products stay on a bit longer because it's 2023 and you should know by now that hydration is one of the keys to lesser sebum production and long- lasting makeup.

Overall, good products. I can see why a lot of Gen Zs love this thing because packaging is cool, products perform, and aligned with the beauty ideals of Gen Zs: light, functional, diverse makeup.

I would highly recommend the powder foundation, illuminator, and skin tint.

Have you tried Issy and Co's face products already? What are your thoughts?

ISSY AND CO ACTIVE SKIN TINT, ACTIVE CONCEALER, TRUE FLEX POWDER FOUNDATION, AND TRUE FLEX ILLUMINATOR RATING

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