Woolworths has launched a limited-edition makeup line in collaboration with Beyonce's makeup artist Sir John, seeking to strengthen its private label brand in its first international collaboration. Woolworths has invested heavily in its beauty business by partnering luxury international brands such as House of Chanel, Estée Lauder and Jo Malone, while strengthening its private label business. Titled Volume 1, the makeup line is branded as cruelty-free and vegan friendly, a way to tap into the growing demand for more naturally-sourced products that is upending industries. The partnership with Sir John started in 2017, when together they delivered a series of makeup masterclasses across the country. The makeup range, which includes an eye-shadow palette, highlighter and lipstick, will hit the shelves on Saturday.