Beauty guru and expert Sigourney Cantelo founder of Beauticate
Beauty guru and expert Sigourney Cantelo founded Beauticate as a way to empower women young and old with tips and tricks to navigate the complicated beauty world. Former editor at Vogue, Sigourney’s website and social platforms feature inside scoop and recommendations for the beauty sector within and beyond OZ and NZ.
Tell us a little bit about what inspired you to start Beauticate. I had been working in magazines for close to fifteen years at that stage and I could see the steady decline of print and meteoric rise of digital. I wanted desperately to learn more about video production and online but my role at Vogue didn’t really allow for it. I also noticed around that time that I couldn’t find a beauty site that really spoke to me in terms of design and depth. There were blogs, sure, but nothing written by an established beauty journalist, so it was there I saw my niche.
I created Beauticate and five years on I’m so glad that I did. The site peeks inside the lives and beauty cabinets of some of the world’s most inspiring and influential people. These are our WHO interviews I feel really privileged to be able to go inside their homes, to tell their stories and learn their secrets and I love sharing them with our audience. We also create really fun and accessible tutorials both in the HOW TO section of the site. I get a lot of feedback from women about my IGTV videos because my kids are always interrupting me or trying to do my makeup. It’s real life and I think it’s really important to show that. It’s hard - we’re all struggling and beauty and self care is our little moment of respite. But even then we can’t always get a break!
What is the best piece of beauty advice you’ve received? OH there’s been so many good beauty tips and I try to share them every time I do a tutorial. But i really like Coco Chanel’s quote, "Nature gives you the face you have at twenty. Life shapes the face you have at thirty. But at fifty you get the face you deserve.” It makes me want to have a face that is etched with deep smile and laugh lines. That’s kissed by the sun and happiness - and hopefully still gets kissed regularly by my children!
Best part of your job? Going inside some of the amazing homes like interior designers Blainey North (https://www.beauticate.com/who/creatives/blainey-north-interior-designer/) and Tamsin Johnson (https://www.beauticate.com/who/creatives/tamsin-johnson-interior-designer/), talking to creatives like Karen Walker and the fact that I run my own show, I love evolving the site, there’s so much to learn all the time in the world of digital, it certainly never gets boring.
Take a look at Sig’s article “Four New Skincare Finds I Love For Winter” featuring our fabulous toxin-free and natural products, SPF 30 Shea Butter and Chamomile and Intense Night Serum.