When Woolworths put out the word of their enterprise-first collaboration between in-house beauty logo beauty and international makeup artist Sir John, we have been on-board (actually) and headed to New York City to peer it first-hand and chat to Sir John about his modern-day labor of love.
From being TV co-host of American Beauty Star and Beyoncé’s go-to make-up artist to a member of the Woolworths own family, Sir John is shifting the narrative of what make-up artists can do.
After a thriving two-year logo courting and splendor grasp training, where celeb makeup secrets and techniques and guidelines were made on hand and realistic, it became only natural that Sir John and beauty set out to plant firm roots within the marketplace with a unique constrained-edition series that is a primary of many.
‘SA WOMEN ARE NOT FOLLOWERS’
Aptly known as Volume 1, this series is extra than a hybrid of WBeauty’s signature exceptional, cruelty-loose formulations and ethically-sourced elements blended with Sir John’s purple-carpet artistry and knowledge on makeup and health – at its center; it is a present to the South African lady.

“What I love approximately the South African lady is that she’s now not a follower. In America, everybody desires to appear like a celebrity, so human beings are starting to be followers,” says Sir John. “But South African women are one-of-a-kind; they’re no longer so centered on what’s going on on the red carpet or the runways but as an alternative on what feels proper for her organically.
“This is the primary organization of girls that have requested me: ‘Why do American make-up artists contour human beings’ faces to change their bone structure?’ or ‘Do you care in case your merchandise are animal pleasant?’ They have held me responsible in a way that no different demographic has. I ought to live as much as that and realize I can’t play with these women.”
INSPIRATION BEHIND THE COLLECTION
So, what indeed goes into creating a make-up series? What makes it resonate or gives it cult reputation? Is it the sleek packaging, pigment pay-off, fascinating campaign or that name that simply sticks? Whatever your private drawcard to deeming a set worthy, this kind of elements and greater are cautiously considered.
“For me, the non-negotiables had been pigment pay-off and packaging,” says Sir John. “I fall in love with packaging before I fall in love with what is inner. Also, it needed to be a sensorial revel in. In terms of creative course, Woolworths permit me to pass for it. It’s a reachable logo, but it is also aspirational and speaks to a woman who’s a busy mother or an enterprise female who likes Celine but will store at Zara or Woolworths.”

The Sir John x WBeauty Volume 1 ad campaign, shot using photographer Nagi Sakai, is a “neon lighting show” providing global models and a neighborhood face (see under). It showcases colored lighting fixtures dancing off reflective surfaces at the high planes of the face, offset with the aid of glitter-weighted down lids. Inspired via the gathering’s color palette, the marketing campaign depicts a play on light, color, and regality.
“For me, there has been handiest one logo. One day I saw a scarab beetle, and I thought ‘wow, that’s such a lovely, regal insect.’ So something that is seemingly now not lovely, something that we might run far from, exudes such majestic beauty … That is wherein I started,” says Sir John.
“In ancient Egyptian mythology, it has to do with faith, but for me, the beetle symbolizes renewal; an adventure we’ve with ourselves day by day and a sense of wanting an optimistic new method.”

So come April, which products will you be gravitating towards? Sir John offers a glimpse into his favorites. “I love the liquid eyeshadows; they’re shimmery and final all day. I also love the commonplace lip color; it is a matte, lovely shade. The brushes are the first rate, and then there may be an eyeshadow palette that you could do at the least 16 appears with – it’s all about the eyes.”
MEET THE LOCAL FACE OF THE SIR JOHN X BEAUTY VOLUME 1
Mom and stylist Nthabiseng Khoza is the local face of SA’s most recent make-up collaboration. She tells us greater
How did it feel being part of the Sir John x beauty campaign in New York?
It took a long time to sink in. Straight after the shoot, I had an interview with Top Billing and turned into requested how it felt working with Sir John, Beyoncé’s makeup artist, and Nagi Sakai, one of the global’s quality photographers, plus the complete New York revel in, and my exact words had been: “I can’t answer your query.” I just couldn’t speak. I was in a country of disbelief and in that pinch-me second.

 

What is one trick you learned on set that you may use for your styling?
The stylist on set reassured me that it’s ok to alternate my mind over and over until I’m glad about the appearance. You from time to time have locked up on your account and imaginative and prescient forums, however, they don’t want mission accurately on the consumer. Before going to the USA, I’d apologize profusely about converting a look I wasn’t glad about on the purchaser, however now I can trade appears with self-belief.
What pointers did you select up from Sir John while sitting in his make-up chair?
That chair was the spotlight of my New York journey — we talked about the whole lot. I learned that it’s vital to prep your face earlier than makeup. So now, if I even have time, I even rubdown my face earlier than utility. I by no means placed color on the eye, however on that day I had shade, and I cherished it. Sir John didn’t practice foundation on my skin — he said my complexion is lovely and encouraged me to wear my pores and skin extra. As you can imagine, in view that then I’ve been doing only that.

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