In a world where trends come and go with every scroll, few names in beauty hold weight like Sir John. A master of makeup, a cultural tastemaker and the creative eye behind iconic looks for Beyoncé, Serena Williams, Gabrielle Union and Naomi Campbell, Sir John is more than a celebrity makeup artist—he’s a global architect of beauty, and skincare is no exception.
But now, the beauty world watches as he embarks on his most intentional role yet: Creative Director for Medicube, the Korean skincare brand known for its tech-forward devices, clinical results, and glass-skin glow.
This isn’t just a new title. It’s a cultural shift.
“Beauty Begins with the Dermis”
For Sir John, this moment is deeply personal. After decades spent building faces for stages, campaigns, and covers, he’s now turning inward—to the skin beneath it all.
“I believe beauty starts from within—but it also begins with the dermis,” he says. “Your skin is the largest organ you have, and the relationship you build with it has to be sustainable for life.”
He’s quick to challenge the idea that beauty stops at glam. It doesn’t. It’s about care, routine, and self-honor—concepts that align with the foundations of Korean skincare culture.
A Seoul Awakening: The Sacredness of Skincare
When Medicube invited Sir John to Seoul, he expected labs. What he experienced instead felt sacred—like a practice passed down through generations with purpose and care
“Skincare there isn’t a chore—it’s a ritual. Everything from tea to toner is fermented, intentional, and steeped in heritage. It reminded me of how we, in Black culture, take care of our hair, our food, our families. There’s love in the layering.”
That cross-cultural resonance was undeniable. And once he used Medicube’s now-viral Booster Pro device—a handheld tool that uses six advanced technologies to lift, firm, and boost product absorption—he knew it was more than a partnership. It was a mission.
Kim Byung-hoon, CEO of Medicube, shares, “Sir John has built his career around empowering people through beauty, and his philosophy aligns seamlessly with what we stand for at Medicube.”
From Runway to Real Life: Medicube at NYFW
Sir John isn’t just transforming everyday skincare routines—he’s also reshaping how professional skin prep is done backstage at fashion week.
At Monse’s Spring/Summer 2026 show during New York Fashion Week, Sir John brought his signature glow philosophy to life as Creative Director of Medicube, working alongside Lead Makeup Artist Tegan Rice to deliver looks that were fresh, dimensional, and deeply rooted in skincare-first beauty.
“For Monse, I wanted the skin to carry the same ease and fluidity as the collection—refined,” says Sir John. “We started every model with the Salmon PDRN Pink Collagen Jelly Gel Mask to bring back that cushiony, plumped effect, then used the Booster Pro to sculpt and energize the skin so it felt lifted and alive. Altogether, the effect is skin that feels fresh, dimensional, and quietly powerful—like a modern canvas that enhances the story of the clothes.”
From Beauty Industry Insider to Cultural Gatekeeper
Sir John has been on the frontlines of beauty for decades—often the only Black man in the room, behind the scenes of billion-dollar brands. From L’Oréal to global red carpets, he’s watched the industry evolve—yet, he’s always carried one question with him:
“Am I being used for cultural credibility? Or am I helping reshape culture from the inside out?”
At Medicube, the answer was clear. They weren’t chasing a trend. They were building something sustainable—and wanted him to help lead it.
“I actually pitched them,” he reveals. “I said: here’s what this could look like, here’s the vision, here’s how we bring skin health to everyone—especially communities who’ve never seen themselves in these campaigns before.”
The Product That Changed Everything: Booster Pro
At the center of this skincare evolution is Medicube’s Booster Pro, a multi-functional skincare device featuring six key functions to achieve your skin goals.
- Electroporation (enhanced product penetration)
- Microcurrent & EMS (muscle stimulation and toning)
- Electric Needles (painless micro-channels for deeper delivery)
- LED Light Therapy (red/blue light rejuvenation)
- Sonic Vibration (boosting circulation and lymphatic drainage)
And it’s not just marketing. In clinical trials:
- Skin permeability improved by 785%
- Smile lines reduced by 24%
- Crow’s feet improved by 12%
- Pore visibility dropped by 34%
“Black don’t crack—but it can sag,” Sir John laughs. “This is how we keep the scaffolding up. Lymphatic drainage. Jawline contour. Sculpting. This is the new skincare.”
Sir John’s Skincare Routine: Glow Like a Pro
Even with access to the best products on the planet, Sir John keeps it intentional. His Medicube must-haves?
Step 1: PDRN Pink Peptide Essence + Serum
“PDRN is salmon DNA—it sounds wild, but it boosts collagen and smooths the skin beautifully. I press in the essence, then go in with the serum and let the Booster Pro push it deep.”
Step 2: Booster Pro – Booster + Derma Shot Mode
“Use Booster Mode for absorption. Then I switch to Derma Shot Mode for sculpting the jawline, cheekbones, and de-puffing under the eyes.”
Step 3: Collagen Capsule Cream + Mist
“The capsules melt into the skin—perfect finish. Then I spritz the PDRN mist where I want glow, but stay matte in my T-zone. Strategic shine is the key to camera-ready skin.”
Melanin, Maturity and Myths
Sir John is vocal about breaking myths in beauty—especially when it comes to Black and Brown skin.
“We’ve been told oily skin doesn’t need hydration. False. We’ve been told we don’t need SPF. False. We’ve been told to keep it simple. But simple doesn’t mean deprived,” Sir John expresses.
He urges mature women of color to invest in:
- Hydration over oiliness
- Sculpting devices for firmness
- Minimal powder to avoid aging the skin
- SPF to protect against hyperpigmentation
“Melanin is magic—but even magic needs maintenance.” urges Sir John.
An Invitation, Not Just Inclusion
What sets Sir John apart is his language. He doesn’t say “inclusive.” He says inviting.
“Inclusivity can feel like a checkbox. Invitation is warm. It says: you belong here. This is for you,” states Sir John.
As Creative Director, he’s producing immersive brand activations, intimate dinners, and educational content to make skincare feel less clinical and more cultural. His vision is clear: beauty should feel like home.
What’s Next? Building Community, Not Just Campaigns
Medicube may be a K-Beauty brand, but under Sir John’s leadership, it’s becoming a global beauty movement—centered on wellness, rooted in culture, and powered by innovation.
“Whether you’re in Queens or Kigali, I want people to feel like they have access—to the glow, to the knowledge, to the joy of self-care,” state Sir John.
From backstage glam to bathroom vanities, Sir John is ushering in a new era of skincare—one that sees everyone, honors every skin tone and reminds us all that glow is a birthright, not a trend.