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Lifestyle Subscription Service FabFitFun Launching ISH Cosmetics Line

First up is the ISH Contour Kit available in two color palettes, light/medium and medium/dark along with companion brushes.

FabFitFun is breaking out of the box.

The lifestyle subscription service is launching a makeup line called ISH — I’m Smoking Hot — in collaboration with celebrity makeup artist Joey Maalouf.

First up is the ISH Contour Kit available in two color palettes, light/medium and medium/dark along with companion brushes. While the contouring craze remains popular, many women are still bewildered when it comes to creating the look. ISH is available starting March 10 on

Michael Broukhim, cofounder and co-chief executive officer of FabFitFun, said he wanted to crack through the confusion. “When we did the research on this, everyone wanted to do contouring but didn’t know how to go about it. It can be intimidating. We are trying to make this trend more accessible and bring it to the mainstream,” explained Broukhim.

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That’s where partnering with Maalouf, a makeup artist who has worked with celebrities including Rachel Zoe, Molly Sims and Jessica Alba, came in. Maalouf hosts a series of tutorials demonstrating the kit available on the brand’s Web site.

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“There are so many products on the market, it’s hard for women to know what to purchase and how to apply it properly. This contour kit is an all-in-one palette made easy — it has a highlighter, blush, bronzer and contour shade. I’ve also created three brushes that are matched with each shade in the kit,” Maalouf said. “I feel, as an artist, I’ve simplified the contouring game by making it easy for anyone to achieve the results of a professional.”

The direct to consumer ISH line will retail for $32 for the contour kit with brushes ranging from $18 to $28. It will also be included in the spring FabFitFun box. “So, on day one, it will go out to 130,000 people who get it with no risk as part of their box,” Broukhim said.

The contour kit idea emerged from social listening to customer demands along with success FabFitFun found with items it created on its own for its subscription boxes. Some of those items were the Tappan Collective Umbrella, the Whitney Eve glove and CosmoBody Jump Rope.

“We looked at contouring kits and said ‘why not take a crack at that?’” Broukhim said.

There are plans for more beauty launches with a primer in the pipeline for summer. “ISH is a manifestation of us listening, seeing white space and launching something novel and special,” Broukhim said. Launched in 2012 as a provider of online content, FabFitFun didn’t originally plan to enter e-commerce until the company saw opportunities in the burgeoning box trend — especially with full-sized products.

The beauty line ISH is partnering with I Am That Girl, a social movement and online community, by sponsoring 100 girls to go through self-confidence and self-esteem programs. I Am That Girl founder Emily Greener is a creative consultant for ISH to ensure messaging instills confidence.