Willow Smith used her appearance at Dior's Sweet Shop pop-up in West Hollywood to highlight broader issues of inclusivity and representation in the beauty industry. Her appearance went beyond showcasing the brand's reimagined Addict beauty line, but it also served as a platform to spark conversation about diversity in a sector historically defined by exclusivity.
Dior's pop-up offered a playful and candy-coloured setting, with Smith adding a meaningful layer to it.
Dior Launches Sweet Shop Pop-Up
On 4 February, Dior transformed a Sunset Boulevard space into a whimsical 'Dior Sweet Shop' to unveil its reimagined Addict Lip Glow Oil and trio of new fragrances: Rosy Glow, Peachy Glow, and Purple Glow. The pop-up's pastel interiors and interactive beauty and dessert stations provided a playful backdrop for guests to experience the latest from Dior's beauty universe.
But behind this confectionery theme lies a strategic brand message. Beauty should be expressive, personal and, crucially, diverse.
Willow Smith Talks Beauty Representation
Smith, one of three global ambassadors for the Dior Addict campaign alongside Anya Taylor-Joy and BlackPink's Jisoo, used the moment to address representation in the beauty world. She spoke candidly and reflected on its significance.
The artist noted that as a woman of colour with piercings, tattoos, and textured hair, her presence challenges traditional beauty norms. She emphasised that her 'alternative look' itself sends a message that diverse forms of beauty are valid and deserve recognition.
'This kind of beauty is also beautiful, and all sorts of beauty should be accepted in these spaces,' she stated, according to WWD. Her words reflect a shift already underway in fashion and beauty, where brands are increasingly embracing diversity and redefining what beauty can look like.
Her Longstanding Beauty Advocacies
Even before her recent Dior pop-up, Smith has been outspoken about questioning conventional beauty standards. In an interview with CR Fashion Book in 2016, she rejected the idea of categorising what is beautiful or ugly.
That early mindset fits with what she said when she became a global ambassador for Chanel. She talked about how important it was for her to work for a big luxury brand as a young Black woman with dreadlocks. She said that representation meant letting girls who look like her know that they do fit in those places, which is a feeling that comes from self-worth and acceptance.
In her 2025 interview with Cosmopolitan as a Dior Beauty Ambassador, Smith talked about this change in beauty standards between generations again. She said: 'My generation is stepping toward a more wide and inclusive view of beauty, and I think that the standard is becoming whatever makes you feel most confident.' This shows that Smith believes fashion and beauty should support different ways of expressing oneself.
How Dior Embraces Diverse Beauty
Luxury fashion houses are increasingly shifting their campaigns to resonate with younger, socially conscious, and culturally diverse audiences.
Dior's choice to pair Smith with two other distinct personalities—Taylor-Joy's classic elegance and Jisoo's global pop influence—shows a deliberate effort to present beauty as multi-faceted. Each ambassador represents a distinct aesthetic, culture, and generation, collectively challenging the notion that luxury beauty adheres to a single standard.
This strategy not only aligns with the brand's heritage of innovation and artistry but also positions Dior as a leader in the ongoing industry-wide movement toward authentic representation.
JISOO with Willow Smith & Anya Taylor-Joy for Dior Forever Nude Filter campaign pic.twitter.com/COmxsk5O9P
— jisoo pics (@jisoospic) June 17, 2025
