This is the second time they have joined forces and the result is the incredible Volume 2 collection!
Who is Sir John?
Sir John is a world-renowned makeup artist and visionary who has had the privilege to work with some of the most sought-after fashion and beauty industry professionals from Mario Testino to Steven Meisel to Naomi Campbell, Karlie Kloss, Joan Smalls, Chrissy Teigen, Kim Kardashian West and Priyanka Chopra.
It was at Tom Ford’s first womenswear show in 2010 where he was introduced to Beyoncé, and granted the opportunity to work with her. Since then he has worked with her from album art to music videos, concert tours, Superbowls and a history-making September Vogue cover in 2018. His work has also appeared on the covers of Glamour, Elle, Vanity Fair, InStyle, Harper’s Bazaar, and Marie Claire.
Building on his eye for colour and commitment to the natural beauty and ever-changing needs of women, Sir John has cultivated a strong focus on inclusivity, visual representation, durability and longevity in products.
His passion for authenticity in beauty and fashion has led Sir John to work as an ambassador and consulting celebrity makeup artist for many of the top beauty brands in the world… which now includes this celebrated collaboration with Woolworths!
But before I reveal more about what lies beneath these beautiful boxes, let me share a bit more about this exciting event…
Hosted by Top Billing presenter, Ayanda Thabethe, the launch of Vol 2 was an amazing opportunity to really get under the skin of the collaboration with W.Beauty and Sir John as well as the beauty industry globally.
There were many powerful and thought-provoking questions about the beauty industry and the beauty consumer which really stimulated discussion among some of the best beauties in the business…
HOW IS THE BEAUTY INDUSTRY CHANGING IN THE FACE OF THE GEN-Z CONSUMER? HOW WILL THE BEAUTY INDUSTRY MEET THE REQUIREMENTS DEMANDED BY THE SUSTAINABILITY MOVEMENT? HOW DOES INFLUENCER MARKETING IMPACT THE BEAUTY INDUSTRY? WHAT ABOUT DIVERSITY AND INCLUSIVITY IN BEAUTY IN SOUTH AFRICA?
My key takeaways from the chat were the following:
- Consumers today have become much more demanding and are looking for products suiting their lifestyles and therefore expect brands to propose them products with all the pros and no cons.
- There is a need for more practical beauty formulas that are easy to use and remove is on the rise.
- Veganism, once considered a niche concept, has now become mainstream. The products in W.Beauty’s collaborative line with Sir John, are 100% vegan. This means they’re free from animal-derived ingredients commonly used in beauty products like lanolin, carmine, collagen, royal jelly, beeswax, milk, silk powder and hyaluronic acid. As many of the ingredients as possible are locally sourced through ethical processes and conditions and Woolworths aims to give back and empower the communities they source from as much as possible too.
- As consumers become more concerned about sustainable living, they are increasingly conscious of the ingredients and production methods behind their favourite products.
- Inclusivity and diversity are at the top of the agenda for many beauty brands
- Today’s consumers are well informed and have a wide variety of products to choose from and a lot of information at hand when deciding what to buy.
W.Beauty and Sir John are aiming to fulfill all these beauty and lifestyle trends with beauty products that speak to their trend-conscious consumer.
This product is about empowering women to build, embody and express who they want to be by celebrating their flaws, thus boosting self-esteem and encouraging experimentation and creativity. – Sir John
The beauty industry as a whole is increasingly under scrutiny for its weighty impact on emissions, waste, and poor social ethics. This was the area of discussion I found the most interesting, especially considering that the new collection from W.Beauty and Sir John has been created to be as sustainable as possible and is also 100% Vegan.
- Environmentally conscious consumers seek out sustainable choices and cruelty-free products.
- The sector is facing challenges on a number of fronts; the trend towards waterless beauty, reduced use of plastics, pressure from consumers to be more eco-friendly and the “Zero Waste” movement.
- All cosmetics brands need to use ethical decision-making at every turn but without sacrificing quality. Consumers expect products to be just as effective and attractive, but also sustainable. [SIR JOHN]
- The W.Beauty ranges are 100% vegan which means that the products contain 0% animal-derived ingredients. [VIVIENNE JOSEPH]
- Disagreements about the reality of climate change and its effects on the environment continue; however, one thing is clear- sustainability will be a major issue for many companies; impacting on every aspect of their business. For many brands in the beauty sector, the way they source, produce, package and ship products will raise an array of issues for decision makers in the move towards sustainability. [VIVIENNE JOSEPH]
- The majority of other consumers are increasingly taking into consideration animal rights and the safety of ingredients before making a purchase. Animal cruelty is often enough reason not to buy a certain product and artificial substitutes are regarded as unhealthy or even toxic in the eyes of most customers. Today’s consumer is rejecting products with unrecognisable chemicals and toxins and instead is opting for natural-based products. [SIR JOHN]
- Woolworths has had a long-standing commitment to Beauty Without Cruelty (BWC), an animal rights organisation. The organisation endorses products like Woolworths’ W.Beauty ranges because they are free from animal-testing. [VIVIENNE JOSEPH]
- The Woolworths Good Business Journey means their products are free from: paraben, lead, phthalates, gluten & GMO and formaldehyde. They come from 100% sustainably sourced mica; they are hypoallergenic, not tested on animals, non-comedogenic, ethically & responsibly sourced, and contain ingredients of natural origin. [VIVIENNE JOSEPH]
The W.Beauty x Sir John Volume 2 collection features innovative beauty products straight from the runway. The colours are bold and bright (reflected beautifully in the bold colours of the event!)
For this collection Sir John has focussed on pushing the boundaries. Highlighters are a big focus and set to ensure a sizzling hot sexy summer!
Expect matte lipsticks, tinted lip balms and a GORGEOUS eye shadow palette from the self-confessed “eye guy”.
The “conversation” changes with your eyes as you age – Sir John
The collection has been created with Gen Z selfie lovers in mind – this generation are very experimental with their makeup, shop by values and insist on brands raising the bar. That being said Sir John was very keen to point out that he loves working with mature women and this collection should also suit the “minimalist mom” who prefers minimal glamour, less foundation, more skin, less cover up – sounds like me!
These products are not too trend focus, but rather products that will make you feel good when you wear them. Perfection is not the aim, the current “trend” is led by Gen Z who are all about embracing and celebrating their imperfections.
W.Beauty x Sir John is about being the best version of you!
The W.Beauty x Sir John Vol 2 collection will be exclusively available at selected Woolworths stores from mid-September.
Preorder the collection online via the Woolworths website and app.