On Tuesday, Korean skincare label Medicube introduced that make-up artist Sir John has been appointed inventive director and ambassador of the 11-year-old model.
In his new position, Sir John, recognized for his work with Beyoncé, Zendaya and Serena Williams, will advise on advertising and marketing and product growth, in addition to host occasions (a forthcoming LA pop-up is scheduled for late March). His job is to assist the model’s message “translate effectively from Harlem to Hong Kong,” Sir John informed The Enterprise of Magnificence in an unique interview. Medicube chief govt Byunghoon “Victor” Kim added that the artist’s inventive path “will form the way in which we talk our expertise, develop compelling content material and proceed our mission to bridge the hole between scientific skincare and on a regular basis magnificence routines.”
Medicube is greatest recognized for instruments just like the Booster Professional, a facial contouring wand with six capabilities that may be a best-seller in its native Korea. “I like the truth that it’s like a gua sha on steroids,” Sir John stated. “It snatches me again to 2002.” The model additionally sells topical skincare merchandise, with color-coded collections for hydration, pore cleaning, and different advantages. It based in 2014 by Byunghoon Kim and Lee Ju-kwan as a division of the APR Company, a producer of branded and private-label magnificence tech. The model entered the US in 2022, with the launch of its Derma EMS Shot electromagnetic stimulation machine. Final yr, the model inked a partnership with TJX Firms to convey its merchandise to five,000 North American doorways; it’s additionally carried at Walmart and on TikTok Store.
Sir John involves the model with a long time of expertise. Past his movie star clientele, he was additionally the inventive director of L’Oréal Paris’ make-up assortment. Medicube is his first partnership with a skincare model.
Although his medium is make-up, Sir John stated pores and skin has all the time been his focus. “Even after I began working with B[eyoncé], I assumed if we’re gonna do reveals or Tremendous Bowls, I nonetheless wished to provide that radiant, wholesome pores and skin,” he defined. The artist was impressed by the Korean method to magnificence, which he feels is forward-thinking however rooted in custom.
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