Yesterday, Korean skincare brand Medicube has appointed renowned makeup artist Sir John as its new creative director and ambassador. Known for his work with Beyoncé, Zendaya, and Serena Williams, Sir John will play a key role in shaping Medicube’s marketing, product development, and event strategy.
Sir John comes to the brand with decades of experience. Beyond his celebrity clientele, he was also the creative director of L’Oréal Paris’ makeup collection. Medicube is his first partnership with a skincare brand.
As creative director, Sir John will focus on making Medicube’s message resonate across diverse markets, ensuring the brand’s vision translates seamlessly “from Harlem to Hong Kong.” In addition to product innovation and content creation, he will also lead brand activations, including an upcoming pop-up in Los Angeles set for late March.
Medicube CEO Byunghoon “Victor” Kim emphasized the significance of Sir John’s appointment, stating that his leadership will help the brand communicate its advanced technology while bridging the gap between clinical skincare and everyday beauty. The brand is best known for high-tech beauty tools like the Booster Pro, a multi-functional facial contouring device, as well as a range of skincare products tailored to specific needs, including hydration and pore care.
Sir John, who previously served as creative director for L’Oréal Paris’ makeup collection, is embarking on his first skincare brand collaboration with Medicube. Despite his deep roots in the makeup world, he has always prioritized achieving radiant, healthy skin. “Even when I started working with B[eyoncé], I thought if we’re gonna do shows or Super Bowls, I still wanted to give that radiant, healthy skin,” he shared.
