In a not-so-surprising announcement, Victoria Beckham, 44, revealed that she will launch Victoria Beckham Beauty as part of her brand later this year. “I want to take care of women inside and out, providing them with the must-have items in make-up, skincare, fragrance and wellness that I feel I need in my own life,” Beckham said in a statement. Beckham launched her clothing line in 2008. In 2011, her label was named designer brand of the year in the UK.
The Spice Girl’s Victoria Beckham Beauty will be sold exclusively online. The fashion entrepreneur has joined forces with NEO Investment Partners, who will provide financial support. “I was going direct to the consumer with regards to fashion before I had a standalone store, so this isn’t new to me,” Beckham said. The designer says that she will use social media to ask women which beauty and wellness products they would like to see developed.
The designer seems to be taking a page from Kylie Jenner’s playbook. After several licensing deals and collaborative partnerships, Jenner founded her own cosmetics company, Kylie Cosmetics, of which she has full ownership. Kim Kardashian has followed in her footsteps for KKW Beauty and KKW Fragrance. The Jenner-Kardashian brands leverage social media, rather than traditional marketing to reach millions of consumers. This arrangement would also allow Beckham to maintain complete creative control.
Beckham launched her YouTube channel last year in an effort to keep the lines of communication with her fans open. This isn’t the designer’s first foray into beauty. In 2016, she debuted an incredibly successful collaboration with Estée Lauder. Victoria Beckham Beauty will actually be headed by Sarah Creal, who served as head of global make-up development and marketing at Estée Lauder and worked with the designer on the products for the collaboration. Creal has been recruited by Beckham as a co-founder and CEO of her new beauty brand. She has 25 years of beauty industry experience, having also worked at Prada and Bobbi Brown.
“Victoria has an innate love of beauty that started when she was very young, and has continued unabated,” Creal said. “This authenticity is going to infuse the entire business strategy, and because everything will be directly overseen by Victoria, the line will be elevated and impeccably curated.”
In 2017, Beckham discussed her Victoria Beckham x Estée Lauder line with Vogue. She admitted to being a “beauty junkie” who loves makeup. She spoke about ransacking her mother’s make-up bag when she was little and watching her get ready to go out. “I like to celebrate being a woman – and for me, make-up is just a part of that,” she told the magazine.
Victoria Beckham Beauty will launch officially in autumn/winter 2019. The designer will showcase her latest collection at London Fashion Week this weekend.