Known for beautifying the striking faces of red carpet royalty such as Beyoncé, Priyanka Chopra and Kim Kardashian West, celebrity makeup artist Sir John has joined forces with W.BEAUTY to launch a first for South African retail – a limited edition cosmetics line, titled Volume 1.
No stranger to South Africa, Sir John has previously partnered with W.BEAUTY where, together, they delivered a series of memorable makeup masterclasses across the country. He has also lent his artistic hand to various Woolworths campaigns and events, including collaborating with artists backstage at Woolworths’ Style By SA runway show at SA Fashion Week.
“Having developed a strong working relationship with Sir John over the past few years, collaborating on a bespoke product line with the makeup maestro was a natural next step,” says Head of Brand Communication for Fashion, Beauty, Home and International Divisions at Woolworths, Shaheda Sayed.
“The limited edition makeup range marks an important step for South African retail as it is the first time that a popular South African retailer has worked closely with a well-known international authority to produce a makeup collection that has been created to effortlessly illuminate South African women’s naturally sun kissed skin.”
W.BEAUTY’s long-standing reputation as experts in creating innovative and ethical beauty formulations, coupled with Sir John’s creativity and deep understanding of makeup artistry, makes for a game-changing collaboration.
Of the effortless synergy between himself and the W.BEAUTY brand, Sir John says: “It’s been an absolute dream working on this collaboration with the W.BEAUTY team. They really shared my vision and helped bring it to life. To be able to fulfill a life-long dream of launching my own signature product range with a brand that shares my values and passion for celebrating beauty, has been inspiring and life changing. I am proud of the work that we have done on this South African first…”
Although he serves as the Creative Director and Consultant for various beauty houses, Volume 1 will be the makeup master’s very first signature makeup range for South Africa, and thus required him to take a hands-on approach.
“I was involved from beginning to end. From the very first product sketches, to the name, the packaging, the symbolism and the product intrinsics. It was very important to me that Volume 1 reflects who I am as an artist, and that it delivers the quality associated with the W.BEAUTY brand,” explains Sir John.
The cruelty-free and vegan-friendly curated collection will be W.BEAUTY’s first international product collaboration, and will consist of a highlighter stick, and an eyeshadow palette created to give any beauty lover the perfect red carpet eye. A rich and creamy, hydrating lipstick, bold liquid eyeshadows, metallic nail lacquers, and a shimmering highlighter compact completes what will be this season’s most talked about makeup line.
Volume 1, a limited edition makeup collection by W.BEAUTY and Sir John, will be sold exclusively at selected Woolworths stores and can also be purchased on the Woolworths website and app in April 2019.
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