Willow Smith has layers. She proudly rocks rose gold piercings that adorn her body, inspired by Egyptian spirituality, and sings about transcendence. Now, as part of Dior’s Addict campaign alongside Anya Taylor-Joy and Jisoo, the multi-hyphenate artist is championing a message that feels particularly urgent: expanding the narrow definition of beauty to celebrate all kinds of women, especially those who’ve been historically excluded from luxury beauty campaigns. For Willow, being a Black woman in spaces that traditionally cater to European beauty standards isn’t just about showing up; it’s about showing young women who look like her that they’re beautiful too. From her obsession with the minimalist elegance of Lip Glow Oil in 104 Black Cherry to her ritual of burning incense on set, Willow’s approach to beauty is as intentional as it is empowering. Here, she opens up about moisture as “beauty 101,” learning self-advocacy from her mother, and why representation in campaigns like this one matters more than ever.
CosmoME: When did you first encounter the name of Dior?
Willow: Dior is such a household name and a huge cultural brand. I feel like I’ve known about it for a very long time. Probably from the moment I could walk through a mall on my own.
CosmoME: What did it represent for you back then?
Willow: Femininity and class. These beautiful elegance and minimalism were always striking. Dior has been around for so long, they’ve created so many iconic products that have been cornerstones in so many generations. I am inspired by that, I would love to create things that are still important when I’m gone.
CosmoME: What are your first makeup memories?
Willow: Probably watching my mom getting her makeup done on set or doing her own. She’s such a beautiful woman, it was wonderful seeing her going into this glamorous version of herself.
CosmoME: What did she teach you about beauty?
Willow: The biggest thing she’s taught me about beauty is that your body is a temple and aside from making the temple look good, it is very important to take care of it in the best way possible. Loving your body and yourself, putting good things into your body, eating things that are good for you and that you enjoy, and exercising… In a word, tending to the beautiful machine that is your body and being attentive to what it needs.
CosmoME: Makeup is about taking care of the very last layer of the body: the skin! What’s your relationship with it in that way?
Willow: It’s a beautiful way that we can express ourselves and show the world what we think is beautiful.
CosmoME: Do you feel the same way about perfume?
Willow: I think it’s very intimate. Scent and aromas are a huge part of human life, the same way pheromones are central to the animal kingdom. If somebody likes sweet, woody or floral smells, I think it says a lot about who they are as a person and about how you feel in their presence.
CosmoME: Who were your role models growing up?
Willow: The women in my family really wanted me to see the art that Grace Jones has put out into the world because it’s been so culturally moving. I just got to meet her for the first time not too long ago when I opened for her at a Blue Note jazz festival. To be able to see her perform was such a beautiful experience. Her power and energy are so strong, she’s a giant up there on that stage.
CosmoME: Are there looks from the past that you like to pay homage to?
Willow: Yes! Every single one of Erika Badu’s eras! She’s another huge beauty icon for me.
CosmoME: What is your favourite item in the Dior Addict collection?
Willow: I really love the Lip Glow Oil. I love minimalism. And especially when it comes to beauty, the Lip Glow Oil is the perfect natural lip. It makes me feel moisturised as well, and I love products that feel like they’re good for my lips.
CosmoME: What’s your go-to shade?
Willow: I love the 104 Black Cherry. It is a dark purplish color and goes really well with my skin tone.
CosmoME: How much of yourself were you able to bring to the campaign?
Willow: All three of us have a desire to empower women to embrace their own beauty and individuality, and that is something that I really hold dear to my heart. To be able to do that on such a big platform, with two other women who I respect and love is just awesome.
CosmoME: There is a lot of joy in the Dior Addict campaign; it feels very fresh and young. How do you convey these emotions when you show up on set?
Willow: There’s usually upbeat music playing. This time they were playing a lot of Maria Carey and well-composed pop music. There were also a lot of cool props and colors around. Being in a bright, exciting environment really helps.
CosmoME: What music do you play to energise yourself?
Willow: I’ve been listening to Micaela Young. She plays the acoustic guitar and has such a beautiful voice. Everytime I listen to her music, I instantly feel better.
The beauty industry can be limiting in terms of the models it offers to young women, but this campaign encourages women to be more themselves through makeup… For Anya, Jisoo and myself to come together makes it extra meaningful because of the way that all of us choose to live our lives individually. It’s less about the makeup and more about who we are as people. Working with them has been so amazing. Every time we’re on set, we talk about things that are very inspiring and important to us and that makes the whole process extra-enjoyable.
CosmoME: What are these things?
Willow: Art and the state of the world. It is a very interesting time to be young and front facing in the culture. A lot of struggles are occurring and that’s not lost on any of us. When we get together, we discuss those things, and I think that’s very important.
CosmoME: What’s the message you would like to convey through the campaign?
Willow: Being an African-American woman in spaces that are usually catering to a more European view of beauty, it is very important for me to show up and show women and people who look like me that we are beautiful. I would love to expand the worldview of beauty. So many different kinds of beauty should be seen and cherished.
CosmoME: That’s also the purpose of your collaboration with the Japanese animation studio N LITE, for which you will be developing stories based on the African heritage and stories…
Willow: Yes! I am so excited for this project. We’re still in the preliminary stages, but it’s the first time that I’m doing something like this. It’s an amazing opportunity to delve into my lineage even more, through a different artistic medium. Any time I get to do that, I get to learn more in the process and help other people do the same thing in a fun and artistic way.
CosmoME: How has being a Black woman informed your approach to beauty?
Willow: What’s beautiful and specific about Black people in America is that we have created our own culture in so many different ways. When our true selves are constantly being oppressed, that is a deeply creative and rebellious act. Maybe it is less about beauty and more about humanity, to be trying to keep that connection with our ancestors in an age that maybe isn’t helping us doing it. So yes, it’s a challenge, but through everything that I do I try to uplift people and bring them to a state of harmony in this crazy world we’re living in.
CosmoME: What are the best beauty tips and tricks you’ve learnt along the way?
Willow: This is less of a beauty tip, but speaking up for yourself onset is so important. Being able to express what you feel and what you know is going to look good on your skin and on your hair is key. Every woman is like a walking art piece, and to be able to adorn and treat ourselves as such is a very beautiful thing. More on the tip side, I am a huge moisture fan. Give me the dewy skin, the moisturised lip, the beautiful smelling oil for my hair! Moisturisation and hydration, that’s beauty 101 for me.
CosmoME: What do you see and what do you look for when you sit in front of a mirror?
Willow: That’s an interesting question, with many layers. If I’m looking in my own eyes, when I’m looking back at myself, I want to feel like I am putting my best foot forward, like I am showing up and being vulnerable in the ways that are important. I also like to see moisturised skin… but mostly the other stuff.
CosmoME: What part does makeup play when you embark on a new artistic project? Do you create a look for each new project, album, song, role?
Willow: I try to create a world and an aesthetic for every album or artistic endeavour that I do. Sometimes it’s very simple, but yes, makeup plays a big role in that.
CosmoME: Do you use scent to get into character in that way?
Willow: 100%. I love burning incense in the studio or on set when I am shooting. I also love oils. I bring my own specific aromatherapy oils with me; it calms me down and makes me feel more comfortable.
CosmoME: What makeup do you wear if you don’t have time and can just do one thing?
Willow: Maybe I’ll put on a little bit of mascara or something on the lip. Something simple. Sometimes less can be more.
CosmoME: Last year, you released your first book, Black Shield Maiden, that you cowrote with Jess Hendel, about a Ghanaian warrior called Yafeu. How did this project come about?
Willow: Marion Zimmer Bradley’s The Mists of Avalon was a huge inspiration for this book. It took me six or seven years to write Black Shield Maiden with my very good friend and collaborator Jess Hendel. Anyone who wants to read about and feel what it feels like through my eyes to start a revolution should read it.
CosmoME: Can you talk about your piercings and what they mean to you?
Willow: Ever since I was young, I’ve been inspired by indigenous people’s piercings and tattoos. It is another amazing way that human beings have been expressing themselves. There also are a lot of cultural links to it, a lot of tattoos are from specific tribes, a lot of markings are from specific places around the world… That’s another really cool aspect of tattoos and piercings: it says a lot about the culture and the people who originated specific designs and body modifications. I find it extremely fascinating and wonderful.
CosmoME: What do yours say about you?
Willow: All my piercings are the same rose gold, and in Egypt, gold was seen as a very spiritual material, and I hold Egyptian culture really close to my heart. I also think that colour looks good with my skin tone and eye colour!