Willow Smith on beauty, playfulness—and the brother who inspires her boldest moves

Willow Smith quipped when asked about a beauty trend she’ll never try. “I was going to say tattoos on my face,” she says, before pausing. “But… maybe one day.” Her answer, while cheeky, is reflective of someone who has spent her career refusing to box herself in—artistically, aesthetically, or otherwise.

The Dior Beauty Ambassador is speaking to Her World in celebration of Dior Addict Purple Glow Eau de Parfum, a fragrance that reveals a softer, more playful facet of her ever-evolving identity. Purple Glow joins Rosy Glow and Peachy Glow—fronted by Jisoo and Anya Taylor-Joy respectively—as part of Dior’s expanded Addict universe. Together, the trio was created for what the house calls the “Love Generation”: individuals who chase instant joy, emotional expression and optimism.

To Willow, beauty—especially fragrance and colour—is far more than skin deep. She describes scent and makeup as “vehicles for self-expression,” subtle tools that help you embody the feelings you want more of. Even something as simple as colour psychology plays a role; red, she notes, is often associated with passion, and leaning into those associations can be quietly empowering.

Purple Glow, in particular, feels almost cinematic to her. She describes its raspberry-tinged sweetness as transporting—like wandering through a mystical forest filled with oversized berries. “It’s very visual for me,” she says.

That sense of imagination extends to the Dior Addict Lip Glow Oil, reimagined for 2026 with nourishing cherry oil and released alongside each fragrance in three finishes—shimmering, creamy pigmented, and sheer juicy. She loves how the Lip Glow Oil subtly amplifies her natural lip colour while deeply moisturising—an essential for someone who values comfort as much as impact. The applicator itself has become a small pleasure: soft, bristled, and indulgent in a way that makes application feel like a ritual rather than a routine.

The brand’s cultural legacy, she says, is undeniable—iconic, striking, and constantly evolving—making her feel honoured to be part of its ongoing story. More importantly, she feels deeply connected to the art they’re creating together. Standing alongside fellow ambassadors Jisoo and Anya Taylor-Joy, whom she describes as strong, self-assured artists who live in their truth, only reinforces that sense of community.

For Willow, representation isn’t a buzzword—it’s personal. As a Black woman who wears her hair natural and embraces tattoos and piercings, she sees her presence in mainstream fashion and beauty as a quiet act of expansion. It’s about widening the definition of what’s seen as beautiful and making space for those who don’t traditionally see themselves reflected. Her icons—Grace Jones and Lisa Bonet—embody that same fearless self-possession, a confidence so rooted it radiates outward.

Willow’s beauty philosophy mirrors this ethos. She approaches her body like a temple, tending to it with attentiveness and respect. True glow, she says, comes from within: filling your cup emotionally and spiritually, prioritising rest, hydration, and deep nourishment. Her daily essentials are refreshingly simple: a rich moisturiser, Lip Glow, and a good brow brush. And her ultimate beauty hack? Plenty of sleep.

Playfulness, too, is essential. Willow believes it’s something we need not just in youth, but throughout our lives—a way of reconnecting with our truest selves. Growing up, she reflects, can be deeply traumatic for many, and beauty often carries nostalgia tied to that experience. She hopes that culturally, we can move forward with more softness—embracing joy in the present instead of being weighed down by the past.

Even in the face of judgment—particularly the amplified scrutiny that comes with visibility—Willow chooses intention over noise. She focuses on the positivity she wants to put into the world rather than the negativity she may receive, finding solace in the purity of her intentions and her desire to make others feel loved. “Even when it hurts to be seen, and even more so to be seen negatively, I think we can always find comfort in our pure intentions and our desire to make others feel loved,” says the 25-year-old. 

Ultimately, liberation is the word she returns to. As beauty standards continue to broaden, she sees hope in a culture that is slowly learning to celebrate difference rather than conformity.