Victoria Beckham announces new beauty and wellness brand - here's everything we know so far

13th Feb 19 | Beauty

The fashion designer has finally confirmed she'll be launching Victoria Beckham Beauty.

The Fashion Awards 2018 - London

Victoria Beckham has been hinting for months that she’ll be starting her own beauty line – today she confirmed the new brand will launch later this year.

The fashion designer posted on Instagram saying she was “so excited” about the news. “Cannot wait to be able to share it with you!” she wrote alongside a video showing #VBBeauty written on a mirror in lipstick.

This isn’t Beckham’s first foray into beauty, having previously collaborated on a make-up collection with Estee Lauder, so what can we expect from the standalone brand?

From what the designer has revealed, it actually sounds like quite a different proposition.

Here’s everything we know so far about Victoria Beckham Beauty…

It’s about more than just make-up

“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 says of the brand, which is described as “a unique synergy between the worlds of beauty and fashion.”

Having gone from pop star to fashion designer, it seems the 44-year-old might now be setting her sights on the ‘lifestyle’ brand category that has been such a success for Gwyneth Paltrow, who turned her Goop newsletter into a global business.

We already know Beckham is highly interested in skincare – she loves Sarah Chapman’s Skinesis range and Dr Lancer – so we can expect to see highly effective, results-driven products.

The mum of four has also recently revealed she carries crystals with her at all times, so we wouldn’t be surprised if we saw some more unusual offerings in the wellness area, but it probably won’t go as far as Goop’s jade vaginal eggs.

Beckham is going to be very much in control

According to Sarah Creal, who is co-founder and CEO of Victoria Beckham Beauty and has 25 years of experience in the industry, the designer will be bringing all of her beauty expertise to develop the brand.

“Victoria has an innate love of beauty that started when she was very young, and has continued unabated,” says Creal. “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.”

‘Elevated’ most likely means ‘expensive’ and judging by Beckham’s previous Estee Lauder range, the packaging will be chic and luxurious too.

The range will be sold direct to the customer

Rather than partnering with retailers as, for instance, Rihanna has done with her Fenty line, Victoria Beckham Beauty will be sold through the designer’s website. “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 says.

No doubt the likes of Selfridges in the UK and Sephora in the US will be clamouring to get the range in their stores nonetheless.

The designer wants customer input to develop the range

Beckham also wants a direct approach in terms of communication with customers, to find out their beauty wants and needs.

“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,” says Beckham. “It’s important for me to know what they want.”

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Good night!!! 😘

A post shared by Victoria Beckham (@victoriabeckham) on

Fans are very excited

The announcement was met with much excitement from Beckham’s followers.

“This will be awesome!” commented Carly Methley on Instagram. “I love that she listens to her customers.”

“Exciting… hope it’s got skincare… can you promise us a complexion as lovely as yours?” asked Heather Holyland.

Fans of the Estee Lauder collection were particularly pleased to hear the news.

“Was very much hoping this would happen as I adored the Estee Lauder range especially the highlighter powder,” wrote Cath Jackson on Instagram.

There was a lot of speculation about what products the new brand would include, and with the launch now only a matter of months away, fans won’t have long to wait until the full range is revealed.

© Press Association 2019

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