Georgia May Jagger, Petra Collins, and More Celebrated Isamaya’s New Drop With a Rhinestone Rodeo-Themed Party in L.A.

“Well, it’s just good fun, isn’t it?” Isamaya Ffrench, clad in faux fur and leather, exclaimed as she took in the scene. It was half past eight on Thursday evening, and Los Angeles’ famed Saddle Ranch on the Sunset Strip was already crowded with bright young things dressed in studs, Stetsons, and fringe. They were there to celebrate the second drop for the British makeup artist’s collectsion Isamaya Beauty, a new five-piece capsule called Wild Star. “It’s a Western story,” Ffrench explained, nodding toward a counter lined with gilded tubes and compacts flecked with rhinestones and silhouetted with the torsos of bucking broncos. “The campaign is about a girl that lives and breathes this kind of Texas vibe—so we just had to do the launch party here, at this dive-y Western bar.”

After all, the British makeup artist—who is also currently the global beauty director for Burberry and has worked with everyone from Madonna to Rihanna to Bella Hadid—certainly knows how to work a theme. Her first collectsion for Isamaya, Industrial, was inspired by Berlin and featured bold, cool hues in edgy black packaging. “But Wild Star is a total departure; it shows a totally different part of my personality and my makeup,” Ffrench explained. “My whole approach was for the woman who loves browns and tans, to give them something warm and shimmery they can build on.”

To that end, the collectsion—which is also being feted with three days of pop-ups in airstreams at various locations around Los Angeles this week—features a pressed pigment eyeshadow palette in sorbet hues, a pearlescent lipstick in three earthy shades, corresponding lip liners, a super sparkly highlighter, and a thickening mascara that provides what Ffrench calls a “sugary, dolly” effect. “There are lots of options; it can all be grungey or really glam.”

Grungey or really glam—kind of like the Saddle Ranch. As country music blasted on the speakers and the campaign video by Steven Klein looped on the TV monitors over the bar, a crowd had formed around the venue’s signature mechanical bull. It, too, had been given a sparkly makeover for the evening, and now wannabe cowgirls and cowboys—many of whom had taken advantage of the evening’s pop-up hair extension bar, tooth gem station, and manicures—were queuing up to take their turn. “You know, even though I've done makeup, I never really felt like I found my calling,” Ffrench said, looking around. “But doing my makeup line—and doing it my way—has really reaffirmed for me why I’m on this planet. And that’s a really nice thing.”