Sir John is bringing his star power to Alleven London.

The makeup artist, known for his work on celebrities resembling Beyoncé and Priyanka Chopra, is Alleven’s recent global brand ambassador. Sir John first encountered the one-year-old brand, founded by model Celia Forner, while preparing for Beyoncé’s 2018 Coachella performance. He used the Color Shield Hydrating Tinted Protection on the singer, and following the show, the product sold out thrice online.

As brand ambassador, Sir John worked closely with Forner to increase Alleven’s shade range. He was also involved in the event of three recent products: the Quick Perfector, Hyaluronic Airbrush Foundation and Total Body Serum.

WWD spoke with Sir John about Alleven, what he wants young women to find out about Instagram and whether he’s considering a line of his own line. Spoiler alert: He already has two within the works.

WWD: What do you want about Alleven?
Sir John: [The Colour Shield] doesn’t move. It passed that white test during Coachella. [Beyoncé] blotted her body with this white towel and it didn’t come off. At the same time as a man, sometimes you may have areas of concern in your skin and you ought to cover it up. That is red-carpet approved, it’s sexy.

WWD: What’s your first makeup memory?
S.J.: My first makeup memory was my mom — I used to be raised by a single mom — putting on mascara. She used to wear L’Oréal Voluminous each day. I assumed my mom was essentially the most beautiful woman on the earth — she still is. I used to look at her within the morning put it on. The best way she used to come back out of the lavatory after applying her makeup, I’m like “I need to make that occur with other people.”

WWD: What’s your selected social media platform?
S.J.: Instagram is my most important jam. I like Insta. I like what number of women birthed businesses through social media. Take a look at Dose of Color. I remember when she had 200,000 followers after which she said, “I’m gonna put out six or seven lipsticks.” Now she’s this massive business in San Francisco, taking market share away from big firms. Social media has made the world more inclusive.

WWD: Do you think about yourself an influencer?
S.J.: A few of my contemporaries have tens of millions of followers. I believe my following is small in comparison with those guys. One thing I like is the standard of people that follow me. I’d relatively have 330,000 serious amazing women or guys follow me than 3 million people who find themselves just fans of a client.

WWD: Do you utilize Instagram to seek out inspiration?
S.J.: It’s an enormous look book. Once I create looks for B or whoever, I create little folders in my Instagram in [the saved posts section].

WWD: What’s your advice for individuals who find social media negatively affecting their mental health?
S.J.: If you happen to are following women or guys who don’t make you are feeling good about yourself, unfollow them. If meaning unfollowing me for a second, unfollow me, too. There’s a lot anxiety and depression that’s happening with the younger generation of ladies due to social media. You go into an influencer’s home and it looks like CBS Studios. They’re not all the time the girl round the corner and that creates lots of distance and uncomfortable body image and self image with young women who don’t have a grip on it yet. To me, mental health and wonder, they run parallel. How do you are feeling while you look within the mirror? If you happen to be ok with yourself, you’re going to have a greater day.

WWD: What’s something you ought to do career-wise that you just don’t think people expect from you?
S.J.: I like home and interiors a lot, I might love to take a position in a small boutique hotel or hospitality. I designed a few of the furniture in my own residence [a green couch and a golden yellow couch]. I also want to take a position in a medical marijuana dispensary here in Los Angeles.

WWD: Would you ever do your makeup line?
SJ: That’s totally happening now. I even have two licensing deals. Some things are coming out this yr and I believe everyone’s going to be super surprised about who I’m partnering with.