Victoria Beckham will launch her eco-friendly line of beauty and skincare products this fall. The collection will include makeup, skincare, fragrance and wellness products and will make its debut at London Fashion Week in September.
Victoria Beckham Beauty is the ex-Spice Girl’s first standalone beauty line. In the past, she has collaborated with Estée Lauder for limited-edition makeup and skincare lines. Beckham told Fashion Network magazine the new brand would “make the sort of products that I need in my own life.”
The Victoria Beckham Beauty collection will be sold in packaging made from recycled materials. The brand has worked with French art director Ezra Petronio, who has designed beauty campaigns for Chloé, Prada and Helmut Lang, to develop the brand's stylish look. “It’s about being very sustainable, since all the packaging is post-consumer and about keeping the quality high,” Beckham told Fashion Network.
The line will be available in select boutiques and on victoriabeckham.com, which carries her collection of clothing, accessories, shoes and handbags, in an effort to make the products a bit more affordable. "I want to take care of women inside and out, providing them with the must-have items in makeup, skin care, fragrance, and wellness that I feel I need in my own life," Beckham told Fashion Network.
Beckham is also working on retooling her own brand. She will soon participate in Milan Fashion Week for the first time under the guidance of Marie de Reynies, who has been recruited to infuse the ready-to-wear collections with more sophistication.
The beauty brand will be headed by co-founder and CEO Sarah Creal, a beauty industry veteran whose twenty-five years of experience include working with Prada, Bobbi Brown Cosmetics and Estee Lauder, where she collaborated with Beckham on a capsule collection.
Beckham will also develop a new YouTube channel to promote her brand. “It’s going to be everything from fashion to beauty. I am going to have cameras following me around while I am on the road, there will be styling, but also some humor, as it’s important to also have some fun with it,” she told WWD.
The designer’s eponymous label quietly debuted in September 2008. By 2011, the brand had become a fixture of New York Fashion Week and a more affordable Victoria by Victoria Beckham label was launched. In the first quarter of 2011-12, the brand was projected to generate annual sales of more than £60 million. Known initially for her dresses, Beckham has expanded into separates and luxury handbags selling for up to £18,000. Aside from the main fashion line, the Victoria Beckham brand also includes separate denim, eyeware and fragrance lines. In November 2011, Beckham won Designer Brand of the Year at the British Fashion Awards.
Beckham’s fashion label is worth an estimated $139 million, according to Money magazine, while her total net worth is approximately $450 million including brand sponsorships and modeling contracts.