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Sir John x WBeauty is back with a bolder, brighter and beguiling make-up line that brings Los Angeles runway looks to South Africa.
The launch was held at Bobo’s Brasserie in Mouille Point, Cape Town, this week, hosted by the ever-gorgeous Ayanda Thabethe.
Positive vibes were the order of the day with LootLove among the celebrities and media moguls spotted at the event.
The launch was the perfect opportunity to get under the skin of Sir John’s collaboration with WBeauty and to unpack the many layers that inform the global beauty industry.
The South African market is familiar with the line as it launched its first volume last year. Having taken consumer feedback into consideration, Volume 2 has arrived in style.
“Woolworths is driving the vegan lifestyle into the mainstream in South Africa with its WBeauty ranges that are 100% vegan. This is in step with worldwide trends – in which more consumers are turning to veganism, excluding the consumption of all animal products and products with animal-derived ingredients. It’s a more ethical lifestyle that is gentler on the Earth,” said Vivienne Joseph, the group head of beauty at Woolworths.
“Our products are free from parabens, lead, phthalates, gluten, genetically modified organisms and formaldehyde. They are also 100% vegan and come from 100% sustainably sourced mica; they are hypoallergenic, not tested on animals, non-comedogenic, ethically and responsibly sourced, and contain ingredients of natural origin,“ she said.
Wearing a monochrome, emerald-green suit, Sir John was the perfect visual representation of the new line. He said he wanted to create a line that spoke to every “womxn”, young and old, minimalist and extroverted, whether 18 or 88.
He was aspiring for the line to redefine what beauty is, pushing boundaries using colour, textures and heat in a different way this time around. Inclusivity, diversity and environmental sustainability were his main priorities.
“Just a few years ago beauty was all about the flawless look; skinny was in and imperfections were out. Today’s Gen Z takes a very different approach to the way they look at beauty. They do not feel the need to look like the latest ‘hot’ celebrity; instead they are saying ‘it’s ok to be you’, and this backlash against perfection is forcing many brands to rethink how they communicate beauty today,” he said.
“This need for self-expression and breaking down gender barriers is where brands are finding room for growth. With this product people will be empowered to build, embody and express who they want to be by celebrating their flaws, thus boosting self-esteem and encouraging experimentation and creativity,” he said.
