Sponsored article.
Touted as Australia's leading fashion label, is one of those brands that manage to attract everyone from the everyday consumer to the fashion elite thanks to its world-class styling paired with affordable price tag.
Fans of the brand reads like a who's who of the Australian blogging scene, with the likes of A Pair & A Spare's Geneva Vanderzeil, Shine by Three's Margaret Zhang, We The People Style's Jessie Bush, social influencer Kate Waterhouse, and Modern Legacy's Kaity Modern all proud to be a "Witchery Woman". Its reach even spans as far as Olivia Palermo, who is often snapped in the brand.
On top of this, the brand works closely with leading make-up artists for its seasonal runway shows and campaign shoots, including the likes of Kellie Stratton and Charlie Kielty.
But while it's long been the fashion that has brought in the crowds, the brand now has a new attraction to add to the mix - Witchery Beauty. That’s right - Witchery has extended its clean sophisticated palette of classic pieces to the beauty world.
To find out more, BEAUTYDIRECTORY chats to Witchery about what people can look to expect from Witchery Beauty.
How is Witchery Beauty an extension of the brand?
We wanted to offer the Witchery Woman a head-to-toe experience in-store and online by creating luxury beauty products to add the finishing touch to her look.
How does the beauty range align with your fashion offerings?
The range is produced to work with our apparel collection so all colours coordinate perfectly. The collection consists of pieces which have been designed to enhance and accentuate the Witchery Woman’s best features. The product range focuses on nails, face (bronzer and blush), lips and eyes, along with the tools to enable a sleek professional look.
Your packaging is quite slick. How did you come up with the concept for this?
Because we believe in beauty inside and out, we have designed our sophisticated packaging with a high shine finish and a UV coating to ensure product longevity. Aesthetically, our sleek black product packaging ensures our collection is a chic addition to any beauty cabinet, make-up case or handbag.
What is the inspiration behind your beauty ranges each season?
Witchery’s Beauty collection takes its inspiration from the international runways, embodying the latest looks to offer our customers a fashion-forward edit of beauty essentials to coordinate with our apparel and accessory collections.
How did you decide which products/colours had to be included in the range?
We researched the market, spoke to our customers, and researched the beauty trends to ensure all key products and colours were incorporated. In terms of product, we have focused on nails, face, lips and eyes to offer a diverse collection – these are the products no cosmetics case should be without.
Can you tell me about the Witchery Beauty formulations?
We’ve used highly-pigmented and on-trend colours for long-lasting wear, Australian-made gel-based nail polishes and premium formulations across the entire collection.
What are the benefits of the formulations?
All our formulations are not tested on animals. The sleek fibrelash formula of our mascara instantly adds volume and length to your lashes, opening up the eyes for a fresh finish. Our gel-based nail polishes are specially formulated to achieve a plump and pristine look. They are Australian-formulated and boast a five-free formula that does not contain toluene, dibutyl phthalate (DBP), formaldehyde, formaldehyde resin and camphor - a much cleaner choice for your nails and skin around the nail. The sheer finish formulation of our lip gloss offers a more natural look, with the glossy finish reflecting light for a sleek shine. Our lipstick's rich, creamy formulation and high-pigmented colour ensures long-lasting wear and a touch of jojoba oil for a nourishing finish. And the benefits go on across the entire product offering.
What is the current trend focused on by Witchery Beauty?
Currently, Witchery Beauty looks back to the halcyon days of the ’70s, with warm tones and glowing finishes reimagined for today. For AW16, we turn our focus to runway trends - experimental eyeliner; lashings of nail colour - still 70’s inspired, plus the season’s power lip Black Berry.
What are the hero products in the AW16 range?
Eye Palette in Hazel, Cheek Palette in Crimson, Mascara Fibrelash in Black, Gel Nail Polish in Taupe, Wind up Eyeliner in Black, and Lipstick in Black Berry.
What are we likely to see next?
As the seasons change, we will introduce new colours and continue to grow our beauty offering based on new trends. Watch this space!
