No matter how many times we blast Beyoncé on our playlist while getting ready in the morning, let’s face it — having total, unshakeable self-confidence is hard.

From beauty ads to TV shows, and even Instagram accounts, we’re constantly bombarded with messages that attack who we are not rather than helping us love who we are. But one brand is changing all of that.

ISH — a makeup line created by FabFitFun and celebrity makeup artist Joey Maalouf — is partnering with I AM THAT GIRL, an organization that helps girls transform their self-doubt into self-love. ISH has brought on IATG Co-Founder Emily Greener as a Creative Consultant to help ensure that ISH continues to foster an inclusive, supportive environment for today’s confident women. Not to mention, the new makeup line has already committed to sponsoring 100 girls.

“ISH is a makeup company that has launched with a commitment to the self-worth of girls,” said Greener. “They are selling makeup for what makeup is, an amazing accessory that, if worn for YOU and no one else, can be super empowering. They’ve already committed to sponsoring 100 girls in the I AM THAT GIRL Local Program, so it’s one thing to say ‘we care about girls’ confidence,’ and quite another to follow through the way ISH has and will continue to do.”

And through IATG, girls will be provided with the following:

  • Online and local communities to give girls a safe place for expression.
  • Healthy curated and user-generated media content to inspire healthy conversations.
  • Educational tools to teach girls emotional intelligence, professional skills, and personal growth.

To learn more about ISH and I AM THAT GIRL, check out

xx, The FabFitFun Team