Building on the burgeoning success of her eponymous fashion line, Victoria Beckham is set to launch her very own beauty line – and we’re not mad about it. (Is that the sound of beauty addicts everywhere cheering with joy? Quite possibly.)
Beckham made the announcement in an Instagram video, which comes soon after the tenth anniversary of the main Victoria Beckham label. No word yet on a date, but we’ll definitely be keeping our eyes peeled:
“I want to take care of women inside and out, providing them with the must-have items in makeup, skincare, fragrance and wellness that I feel I need in my own life,” Beckham said in a statement. And she’ll be taking a similar approach as she has with her womenswear, going on to say, “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.” Given the growing cachet of the VB label, it seems like a savvy approach (even if that’s not translating into profit just yet). In fact, she recently launched her own Youtube channel, allowing her to engage directly with an audience keen to get tips from the lady herself.
It’s not the first time the mogul formerly known as Posh Spice turned her hand to beauty, having launched not one but two wildly popular sell-out collections with Estée Lauder back in 2016 and 2017. In fact, the project was such a success, she’s calling once again upon the expertise of Sarah Creal, Estée Lauder’s former head of global makeup development and marketing, to act as CEO for the new line.
Creal went on to sing Beckham’s praises, explaining how the brand’s ethos will be driven by nothing less than pure passion, “Victoria has an innate love of beauty that started when she was very young, and has continued unabated… 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.”
If her makeup and skincare tutorials are anything to go by, we can soon look forward to enjoying an effervescent glow of our own. Plus, for a brand who’s current staples can set you back hundreds — if not thousands — of dollars a pop, it makes sense to also sell smaller, more affordable items.
So whilst the rest of the Spice Girls are back on the road — we know what’ll be keeping Posh busy.