Renowned makeup artist Isamaya Ffrench and Natassia Grace, founder of Conserving Beauty, have collaborated to create a Cleansing and Conditioning Cloth – an innovative replacement for traditional cleansing wipes

Having worked alongside major brands such as Burberry, Byredo, and Off-White, Isamaya boasts over a decade of experience in the beauty industry and has always pushed the boundaries of traditional ways of working. 

Natassia Grace has also been working in beauty and wellness for ten years, earning accolades including Forbes Asia 30 Under 30. So, when the pair met after Conserving Beauty was nominated for a  Elle UK Future of Beauty awards in 2023, it was a match made in heaven. 

The two trailblazers put their heads together to take Conserving Beauty’s InstaMelt™ technology and take it to the next level. Designed with makeup artistry in mind, the pair have created a pioneering prep and cleanse cloth infused with hyaluronic acid, niacinamide, and panthenol which dissolve in water after use. 

Speaking exclusively to the British Beauty Council, Isamaya Ffrench, Advisory Board Member said: ‘I wanted to redesign the wipe so that the user has daily access to cloths from a canister. It offers such a unique solution to makeup prep and removal that is not only guilt and material free but also uses incredible skincare ingredients that actively protect and nourish your skin.’

Knowing that makeup wipes remain vital to a makeup artist’s kit, Isamaya and Natassia set out to create a solution that doesn’t harm the environment.

With an average of 20 wet wipes found every 100 metres of beach across the UK, and DEFRA classing wet wipes as a serious environmental hazard, rivalling plastic bags in terms of their damage – the dissolvable wipes are a prime example of the importance of beauty’s role in reducing waste.

The technology means that the cloths are made from a water-soluble polymer that dissolves within 60 seconds, and leaves behind none of the harmful microplastics that are found in many traditional wipes. They also break down naturally if they are not immediately dissolved after use. 

As well as the cloths, Conserving Beauty also use their InstaMelt™ technology to make a variety of sheet masks and zit treatments, and are two-time winners of the Marie UK sustainability award for beauty innovation 2023 and 2024. 

It’s this scaling of sustainable alternatives that Natassia is excited for, she said: ‘As more brands invest in innovation and plastic-free alternatives, we will see an important shift within our industry for better solutions overall. With increased demand comes reduced costs for materials – helping brands make their products prices competitive for customers. 

‘I see this shift within the industry as not only important, but also an imperative step that brands will end up adopting over the next 5 years, especially with the government legislation and regulatory changes.’

The collaboration is launching  on 10th December 2024, exclusively at Selfridges from 13th December.