Isamaya Ffrench is launching a UK pop-up at both of Westfield’s London shopping destinations this October.
The British make-up artist and founder of eponymous beauty brand Isamaya has teamed up with the premium shopping centre chain to host an activation to showcase her upcoming make-up trend predictions.
The ‘Face of 2050’ pop-up is described as bringing “tomorrow’s trends to life today”, offering visitors a chance to look at “bold, colourful ways to express oneself through beauty”.
The activation will take place at Westfield Stratford City from 17 to 19 October, with a subsequent pop-up opening at Westfield London between 24 and 26 October.
Among Ffrench’s top future make-up predictions is iridescent mirror skin – a make-up look that is said to reflect a world being reshaped by rising temperatures.
The complexion is described as hyper-reflective and luminous, a result of intensified sunlight caused by climate change.
The MUA predicts this mirror-skin finish will act as both an “aesthetic and armour”, with products that are infused with heat-reflective pigments that deflect UV rays.
“The iridescence shifts subtly under different lighting – a nod to bioluminescent life adapting to extreme environments, and to mood-responsive pigments that react to body temperature and emotion,” the brand said in a statement.
An increased absence of brows may also be in the cards over the decades, reflecting the “fluidity of identity in 2050 and post-digital self-expression”.
In a similar vein, Ffrench said a metallic eyes aesthetic inspired by digital avatars and technology-enhanced beauty will also become commonplace.
Returning back to the theme of climate change, the MUA predicts thicker black lashes that can help to filter pollution.
“The lashes are the anchor of the look: exaggerated, graphic and the ultimate protection for the eyes,” the brand claimed.
“They evoke the 2050 reality of smart beauty prosthetics – perhaps lashes that extend and retract to filter pollution, adapt to air quality, and protect the eyes from sunlight and extreme environmental conditions.”
The final prediction is bio-responsive, mood-boosting, sparkling, glossy lips, with lips that “shimmer with a high-gloss, crystalline finish, suggestive of liquid glass”.
The look is said to celebrate the “ultra-sensorial, mood-boosting power of touch and light”.
The brand added: “The sparkling surface also ties into technology-enhanced, avatar-inspired aesthetics.
“Think hyperreal lips that glisten like a 3D render, merging the physical and digital self, with [a] shimmer that automatically matches the colour of the iridescence of the skin.”
The pop-up event will also feature a ‘Beauty Forecast’ segment hosted by Estée Lauder Companies-owned skin care brand Clinique.
This will also offer free skin analysis using the brand’s ‘Clinical Reality’ technology.
‘Futurebooths’ will also be open to visitors, allowing them to use AR filters to try out the beauty trends predicted by Ffrench.
Finally, a Lab-themed area with ‘Nourished’ stations will feature, where visitors can create a bespoke gummy stack of vitamins and nutrients tailored to their needs.
Katie Wyle, Managing Director, Customer & Retail Operations, Northern Europe, at Unibail-Rodamco-Westfield, said: “The Future Studio, part of Westfield Days, is the perfect place to see innovation in action.
“Collaborating with Isamaya Ffrench on The Face of 2050 has been incredible, and we cannot wait for visitors to watch her bring the look to life in the live tutorial.
“It is a bold, inspiring glimpse of how beauty could evolve in the years ahead.”