Woolworths partners Beyonce's makeup artist in limited edition line

Beyonce reacts after winning the entertainer of the year award. REUTERS/Mario Anzuoni

Woolworths Holdings has launched a limited edition makeup line in collaboration with Beyonce’s makeup artist Sir John on Thursday, seeking to strengthen its private label brand in its first international collaboration.

The South African department chain has invested heavily, like its peers, 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.