IsaDora stops using traditional model agencies– the community will be the face of the brand

Starting in mid-2025, the Swedish beauty brand IsaDora will no longer work with traditional modeling agencies in its marketing. Instead, the brand will feature its own community – individuals who use the products and share what beauty means to them. The shift applies to all marketing, including campaigns and social media, and is part of IsaDora’s True Beauty strategy, a long-standing brand promise to be 100% filter- and retouch-free.

Whatever Defines You

As the next step in its strategy, IsaDora is launching “Whatever Defines You”, a platform where users can express who they are through personal beauty statements, in their own words and style. The brand is the platform, the products are the tools, and the voice belongs to the community.

“We want to broaden the representation of beauty. This isn’t about rejecting models, it’s about saying yes to more voices and more individuality,” says Ines Dedic, Head of Global Brand Creation at IsaDora.
“It’s about showing true beauty, no filters, no retouching.”

From campaign to core philosophy

IsaDora’s updated communication strategy has been evolving over several years. In 2023, the brand launched True Beauty is Retouch Free, a public commitment to no longer use filters or retouching in its marketing. The campaign sparked strong engagement from consumers and partners alike and became the foundation for a broader, long-term shift in how the brand communicates, with its community at the heart.

True beauty, real voices

Future campaigns will show real users and their personal beauty statements. One example: someone wearing just mascara and bare skin, 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, but the voice belongs to the community,” says Hanna Sjöström, PR & Communication Manager at IsaDora.
“This isn’t about changing course, it’s about taking the next step in our commitment to self-expression, inclusion, and celebrating real people.”

The new approach will go live across IsaDora’s marketing channels from mid-2025.