American fashion designer Isaac Mizrahi has teamed up with True Cosmetics to launch TRUE Isaac Mizrahi, a range of lipsticks, glosses, eye shadows and nail polishes.

The make-up line is a first for the designer, who became widely known after designing a popular diffusion collection for Target in 2002.

Although Mizrahi has been criticized in the past for not having a distinctive style identity, in recent years he has established a reputation for his use of playful prints and vivid colours. The packaging of his new makeup collection for True Cosmetics reflects his bright and bold aesthetic.

Mizrahi commented, “I am so happy to be launching a beauty line. I love colour, and now I get to share my passion for it in this new and exciting way. The right makeup is essential to a woman’s look, and making women feel beautiful is what my brand is all about.”

A makeup collection has been a possibility since Mizrahi entered the cosmetics industry in 2012, launching a fragrance called Fabulous, which was sold in Bloomingdales and on QCV.

Packaged in luxe gold, each product in his new make-up collection contains nutrient rich ingredients such as marine algae, green tea, and vitamins A and E. The shades are named after the designer’s favourite Hollywood icons and New York locales.

The full range, which includes skincare and makeup tools, is available now at isaacmizrahi.com and will launch on QVC in February.