I created Beauticate because I wanted to empower women.
As a beauty and health director working in glossy magazines, I could see how much confusion and intimidation there was around cosmetics. Aisles of products and hundreds of launches each week, all claiming to take you one step closer to perfection. It’s no surprise that the beauty industry is criticised for being superficial. And sure, parts of it are: the fantastical campaigns and the flawless, airbrushed imagery are all designed to sell a dream. But the real value of cosmetics goes much deeper than that. What I love about beauty is its power to transform, not just the way you feel physically, but emotionally too.
It’s those little things, like the boost you get from a bold lip on a dreary morning; the confidence you have walking into a room with a glossy blow-dry; a new fragrance that inspires compliments from strangers, or the more private, full body “ahhh” you feel when you slip into a hot, fragrant bath. These things can be seriously empowering.
Cosmetics give women the tools to change the way they feel about themselves. But tools won’t do much without the skills to use them. The real transformation comes when you master the techniques – when you get a handle on the HOW-TOs.
Over the years in my career, I’ve been lucky enough to meet some incredible industry professionals and personalities who have their beauty routines seriously down pat. I wanted to tell their stories, in their spaces, to demystify their beauty and make it accessible.
And so the idea for Beauticate was born: a fusion of the words “Beautify” and “Educate”. I wanted to create an indulgent escape where women could learn the techniques to look and feel incredible.
Beauticate is a website devoted to these inspiring individuals (The WHOs) and their techniques (The HOW-TOs); that celebrates anything that makes us feel beautiful – whether it’s how we style our hair or where we go for a facial; a new miracle product we’ve discovered or a can’t-live-without fragrance. We also keep you up to date with the latest beauty and health news and product reviews.
My favourite part of my job has always been connecting with my readers, so above everything, I want this to be your site. Somewhere you can escape and indulge, but learn something at the same time. I encourage you to comment on the stories and share your experiences, everyone loves learning what other women do with their beauty routine. And ask us a question, any time! After all, beauty is meant to be fun. I love every minute of working on this site and I hope you enjoy it as much as I do.
Sigourney has worked as a Beauty journalist for over 16 years and was most recently Beauty & Health Director at Vogue Australia for nearly six years. Throughout her career, she has been awarded six Star Beauty Awards and five Jasmine Awards including winning the coveted Jasmine Award for Journalistic Excellence twice.
Follow Sigourney on Instagram: @sigourneycantelo
Marina Gainulina, Beauty Writer
Before Beauticate, our Kazakhstan-born word-wizard, Marina, interned at GRAZIA Magazine, Portobello PR, and worked as a marketing assistant and stylist. After beginning a degree in Commerce, and failing a statistics class – twice! – she decided it was a sign from above to stick to her linguistic skills, and is now completing her Bachelor’s degree in Media and Communications, majoring in journalism. When she’s not writing, you can find Marina reading, travelling (preferably around the Mediterranean), watching true crime, and patting all of the dogs.
Beauty Loves: Number 4 Hair Care’s Fluoro5 Elixer Restore (colourless hair oil – a must for blondes); Arcona’s Cranberry Gommage Exfoliant; and any pinkish-brown lip liner (still on the hunt for my HG).
Tess Schlink, Editorial Assistant
After obtaining a double degree in law and arts, majoring in French, Tess moved from Perth to Sydney in pursuit of a career in the beauty industry. When she isn’t in the office, Tess can be found baking delicious treats, exploring museums and galleries, or speaking fluent French with her boyfriend (ooh la la!). As the epitome of elegance, Tess possesses a vast knowledge of all things Royal Family and an affection for French beauty products.
Beauty Loves: A classic red nail polish like Essie Bordeaux, Chanel’s Bois des Iles perfume (the perfect scent, as winter descends upon us!) and Japanese sunscreens to protect her pore-less, porcelain skin.
Paige started her fashion career as an intern for Instyle Magazine, and working in fashion PR. As a full-time stylist in London, she created looks for the likes of Net-A-Porter, Asos, Selfridges and Amazon. Always wanting to further her knowledge, she is expanding upon her Bachelor’s of Business (Marketing Communications) from UTS, with a Masters in Media Practice at the University of Sydney. When not schooling us on everything fashion, Paige is traveling, visiting art exhibitions, hiking coastal walks, or being pampered at the salon.
Beauty Loves: Olaplex (a lifesaver on her bleached hair), Kevin Murphy’s Hair Resort Spray, and Daisy by Marc Jacobs (her go-to scent since, well, forever!)
Jessica Burdon, New York Correspondent
An Aussie writer based in New York, Jess is constantly inspired by the fastidious grooming routines of her high maintenance Manhattan neighbours, which she wrote about here. With a bursting contact book of the who’s who of the Big Apple, Jess has pulled profiled some of the city’s most inspiring beauties for Beauticate. She freelances for a gamut of great publications including the Daily Beast, the Elephant Journal, Modellist-ID, and the Guiri Guides. She is addicted to edible beauty products and has been known to snack on the coconut oil she uses as moisturiser.
Sarah Jagger, London Correspondent
Australian-born makeup artist Sarah Jagger lives in London and pulled together some of our shoots and interviews with high profile beauties like Irish TV presenter Laura Whitmore. She has also worked with everyone from Reese Witherspoon to Vivienne Westwood. She writes beauty stories for various UK magazines and presents the latest tips and tricks on British breakfast television. Known for her knack with creating gorgeous, glowy skin, Sarah layers great skincare and sheer washes of foundation to create an immaculate complexion. Take a look at her site here.