At the helm of this iconic Australian makeup and skincare company is the highly respected expert in the medi-aesthetics and beauty industry, Deb Farnworth-Wood. Best known for founding the Australian Skin Clinics Franchise which she grew to a brand of 60 clinics, Deb is driven by a passion to provide safe, ethical makeup that treats the skin and high performance skin care products that solve problems with effective, safe, science driven formulas.
But Issada’s story starts back in 2006….
Local Brisbane beauty therapist Fiona Neale was living abroad in the UK when she came across a range of revolutionary brushes. They had ergonomically engineered solid aluminium handles for perfect balance, and stunning natural bristles. They were already a Hollywood cult-favourite, used by A-Listers like Angelina Jolie, Gwyneth Paltrow, Kate Moss, Gisele Bundchen, Chloe Sevigny, Linda Evangelista, and Naomi Watts. The quality and international stature of these state-of-the-art brushes amazed Fiona - then she discovered they were made in her hometown of Brisbane, Australia! Fiona returned to Australia and purchased the Issada brush company.
Developing the makeup line
Fiona discovered a gap in the make-up market for a range that had strong, lasting pigments and gave wearers a professional photographic finish. She decided to fill this gap and embarked on endless research liaising with scientists and makeup experts in Australia and overseas until Issada cosmetics were created – using the finest natural ingredients, quality minerals and providing cutting edge colours as well as a beautiful finish that lasted and included skin-caring properties. The range was launched in 2007.
Introducing Concept Stores
During the first five months, 20 exclusive salons took on the Issada makeup range. In May 2007, the first Issada Concept Store was opened in Bulimba, Brisbane – showcasing the entire Issada range. In July 2010 a second store open in the prestigious Edward Street precinct, right at home between luxury brand like Gucci and Hermes.
A nail collection was added to the range and spas, salons and clinics were lining up to stock Issada product to meet the demands of a public that loved the colours, the quality and the results they got with Issada makeup.
A new Issada HQ
The business grew at a rapid rate and in three years outgrew the initial office and warehouse space at Murrarie. This necessitated an upgrade to a custom-built luxury office in Bulimba with a climate-controlled warehouse, training room and showrooms as well as plenty of office space. Beautifully decorated in Issada’s signature black, white and silver, it nurtures creative inspiration as well as providing outstanding facilities for staff and people attending training.
Education and training
Education is key to Issada’s success. All salons, spas and clinics that stock Issada have to send their staff to complete an comprehensive two-day training module covering both product knowledge and an intensive practical application day with internationally renowned makeup artists and company trainers.
Issada’s masterclasses focus on specific areas of makeup, salon business and marketing or retail. These classes provide a wealth of knowledge and expertise to everyone who attends.
Issada can now be found in over 250 stockists around Australia and continues to grow at a rapid rate. In just a few short years, Issada has gone from a small business with a cult following to the beauty brand of choice for Australian beauty editors, celebrities and skin-conscious beauty consumers who want superior skin-treating makeup.
In June 2020, during the covid-19 pandemic, Deb Farnworth-Wood a long time friend of Fiona purchased the Issada busines. At the time, Deb was well down the path of developing a clinical, clean cosmeceutical skincare range and saw the purchase of Issada as being an opportunity to introduce the skincare to existing stockists and expand under the Issada brand. Like Fiona, Deb strongly believes in only providing ethical products that are cruelty free, use the highest quality ingredients and are effective.
Issada’s product innovations will get more ingenious as technology evolves. New products, advanced formulations and runway-driven capsule colour collections are constantly being investigated and developed. The future looks extremely bright, but rest assured that Issada’s boutique attitude to excellence will always be maintained.