World renowned makeup artist, Sir John, has been appointed CTZN Cosmetics’ Chief Creative Officer and is also joining the brand’s board of directors. Sir John, best known for his work on Beyoncé, Naomi Campbell, Karlie Kloss, Margot Robbie, Zendaya, Barbie, and more, will use his creative approach to beauty to help lead product launches and inform future brand growth. Sir John also acquired an equity stake in the cruelty-free, vegan-friendly cosmetics brand.

Boasting more than two decades’ experience, Sir John has created iconic looks with his signature use of color, luminance, and inclusive style. He’s worked with beauty industry moguls Pat McGrath and Charlotte Tilbury backstage at fashion shows worldwide. This propelled his career, leading him to be a recognized leader in the industry. Creative Artists Agency (CAA), along with Ross Elliot of Animal Farm Creative Management, orchestrated the deal with CTZN on behalf of the makeup artist.

CTZN Cosmetics is best known for having the most inclusive range of nude lipsticks on the market. “We are thrilled to welcome Sir John as CTZN Cosmetics’ new Chief Creative Officer,” said Aleena Khan, CTZN Cosmetics co-founder and head of marketing. “His talent and industry experience will be an invaluable asset to our company as we continue to grow and expand our brand globally. As a fellow champion of diversity, we can’t think of a better partner to join us in our mission of redefining inclusivity in beauty.”

“Embarking on this new chapter with CTZN is exciting for me both as a creative and entrepreneur. With a shared love of diverse spaces and a passion for championing voices that move the needle forward, I couldn’t be more excited about the future of our partnership,” said Sir John. Here, beauty News caught up with the makeup artist icon to talk about what draws him to collaborate with a brand, why he’s a fit for CTZN, and what he thinks he can bring to the partnership.

BeautyNews: What are the qualities a brand must have in for to consider partnering with them?

Sir John: I want to partner with a brand if they share similar values, including making sure that we magnify voices of undervalued people and communities. To make sure they know they’re on our radar when we’re in the boardroom, C-suite, and product development room. In all areas. Not just outward and front-facing, but internally as well. The culture of a brand is really shown by how diverse the decision makers are.

BN: What are the qualities that attracted you to CTZN?

SJ: The qualities that run parallel with the above. Equity—to make sure that we are showcasing people that are not always invited to the party. In addition, I love indie brands. I have a soft spot for BIPOC women.

BN: Why do you think you’re a fit for CTZN?

SJ: There are a lot of intersections here. I’ve been in the business a long time. I’m respected by women and young boys, beauty enthusiasts and makeup artists—any makeup artist who’s working today, I think, has a great deal of respect for me. So, I think that’s why I’m a great fit. Also, I’m fun and I really love offering what we’re making to the consumer a desirable component, something that’s a destination.

BN: What do you hope to bring to the brand with this partnership?

SJ: I hope to bring more credibility, more equity in terms of holding space for diverse women. If we’re going to tout diversity, diversity has to be authentic. It has to be felt and not necessarily just seen in an article. I know we can do that together.

BN: What is your view on influencer/brand partnerships overall?

SJ: There’s a great deal of value to micro influencers. Those who lead a life people want to live. When someone wants to walk the walk you walk, there’s something interesting to see about how they engage their audience, why their audience is engaged. All that intel can tell you who their consumer is and where they’re going—in real time. And also where they have been.

 BN: How do you see CTZN evolving in the future?

SJ: I see this brand evolving to a myriad of different products that address different concerns. This isn’t transactional beauty, this is emotional. These are products that people are here to pick up or engage with because they want to, not out of necessity. Because they desire to look better, feel better, have better formulas and better packaging—surround themselves with a better story.