WHATEVER DEFINES YOU
Starting in summer 2025, we will place you – our community – at the center stage of our marketing. Real IsaDora users will share what beauty and personal expression mean to them. This is part of our True Beauty promise, where honesty, empowerment, and 100% filter- and retouch-free communication are at the core of everything we do.
As the next step, we’re launching Whatever Defines You – a platform where our users set the beauty statements for what defines them. Our products are the tools. IsaDora is the platform. Our community is the voice.
"We want to broaden the image of who gets seen in beauty. For us, it’s about showing beauty as it truly is – always 100% free from retouching and filters."
– Ines Dedić, Head of Global Brand Creation
Personal expressions in focus
From now on, our campaigns will be built around images and personal statements from real users. It could be someone with bare skin and mascara, paired with the message “My One Step Routine” – a nod to the idea that beauty doesn’t have to be complicated.
"We see makeup as a tool for self-expression. Our products are the tools, IsaDora is the platform, and the voice belongs to our community."
– Hanna Sjöström, PR and Communication Manager
Starting in summer 2025, our new communication will be visible across all our marketing. This is not a new direction – it’s the next step in our commitment to self-expression, inclusion, and the showcasing of “real people.”
The Beauty Statements
In our campaigns, we celebrate playful, personal beauty statements such as:
I draw my own lines – All-in-One Lipliner
They’re sisters, not twins – Precision Brow Pen
365 days of summer – Bronzing Powder
The story behind
Want to know why we made this choice? In the video below, our team shares the thinking, the values, and the vision behind Whatever Defines You.
True Talks: The Story Behind “Whatever Defines You”
Watch now to hear the story behind our commitment.
From campaign to philosophy
Our journey began in 2023 with the launch of True Beauty is Retouch Free – our public promise to always show beauty without retouching or filters.
The response was overwhelming, and it became the starting point for a long-term shift in how we communicate
See where it all started