Question 1

Who is Sigourney Cantelo?

Accepted Answer

Sigourney Cantelo is an Australian beauty journalist and publisher with 25 years across print, digital and broadcast. She is the founder of Beauticate, Australia's first editorial e-commerce platform, and was Beauty & Health Director at Vogue Australia. She is a two-time Jasmine Award winner for Journalistic Excellence and a six-time Star Beauty Award winner.

Question 2

What is editorial e-commerce?

Accepted Answer

Editorial e-commerce is the model Sigourney Cantelo arrived at with Beauticate: the recommendation comes first and the shop is simply where that trust converts. Conventional retail works the other way around, leading with products and adding story afterwards. Beauticate published for twelve years before opening its shop in 2026, which is what makes the order genuine rather than a positioning line. It is editor-led, with every product chosen by its editors.

Question 3

What is Beauticate?

Accepted Answer

Beauticate is an independent Australian beauty, wellness and lifestyle publisher founded by Sigourney Cantelo in 2014. It publishes across editorial, podcast, newsletter, social and its shop, and operates an invitation-only editorial collective of specialist editors and experts.

Question 4

Is Sigourney Cantelo available for speaking and hosting?

Accepted Answer

Yes. Sigourney Cantelo hosts events, panels and brand activations, and has hosted for Chanel and Dior at Vogue’s Fashion’s Night Out, as well as for Myer, Clinique and Bobbi Brown. She is also available for ambassador and brand partnership work.

Question 5

Does Sigourney Cantelo do copywriting and branded content?

Accepted Answer

Yes. Alongside her editorial work she writes brand and branded content for beauty, wellness and lifestyle brands, including campaign copy, advertorial, product descriptions and tone-of-voice work for clients including Vichy, Weleda, Clinique and Giorgio Armani.

Question 6

Where has Sigourney Cantelo worked?

Accepted Answer

Sigourney Cantelo was Beauty & Health Director at Vogue Australia and was Beauty Director at New Woman before that. She has also written for Glamour and Body+Soul. Her work has appeared in marie claire, Sunday Life and Vogue titles internationally including Vogue China, Korea and Portugal. She founded Beauticate in 2014.

Question 7

What television has Sigourney Cantelo appeared on?

Accepted Answer

Sigourney Cantelo has appeared on television as a beauty expert, including on Sunrise, Today and Nine News, and was The Beauty Expert on The Circle. Earlier in her career she acted under the name Sigourney Gray, with credits including Home and Away, Blue Water High, Garage Days and Always Greener, and appeared in commercials for KFC and Lipton Ice Tea.

Question 8

Did Sigourney Cantelo act under another name?

Accepted Answer

Yes. Early in her career she acted under the name Sigourney Gray, with credits including Home and Away, Blue Water High (2005), Garage Days (2002) and Always Greener (2001). She funded her communications degree at the University of Technology Sydney through acting and modelling work.

On camera, as a beauty expert

Expert commentary

Acting and commercials