“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 are seriously empowering.
Cosmetics give people 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, a website with heart that also gave us the tools
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 x
Sigourney has worked as a Beauty journalist for 20 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.
