finally Victoria Beckham has announced that she is launching Victoria Beckham Beauty as part of her eponymous 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.She has been dropping hints for years, but
Victoria Beckham Beauty is launching as a digital-native brand, sold through Victoriabeckham.com and backed by NEO Investment Partners. “I was going direct to the consumer with regards to fashion before I had a standalone store, so this isn’t new to me,” says Beckham, who announced the launch of her own YouTube channel last year in a move designed to allow her to engage directly with her fans. “Just like I spend so much time in the fitting room getting to know what my customers want to wear, I’m going to be asking women to tell me which products they want me to develop for them in the beauty and wellness arenas. It’s important for me to know what they want.”
The designer has of course dabbled in beauty before, with a wildly successful collaboration with Estée Lauder debuting in 2016. In fact, it is Sarah Creal, who served as head of global make-up development and marketing at Estée Lauder and worked closely with Beckham on the products for the collaboration, who the designer has tapped as co-founder and CEO of Victoria Beckham Beauty.
“Victoria has an innate love of beauty that started when she was very young, and has continued unabated,” Creal said in a statement. “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 told Vogue of her love of make-up when discussing her Victoria Beckham x Estée Lauder line: "I have no shame in admitting that I love make-up! I’m a total beauty junkie, and always have been. I was constantly rifling through my mum’s make-up bag when I was little, and I loved nothing better than watching her getting ready to go out – putting her lipstick and eyeliner on. I like to celebrate being a woman – and for me, make-up is just a part of that."
The brand launches officially in autumn/winter 2019, but here's hoping we catch a glimpse of it backstage at her London Fashion Week show this weekend.