The cruelty-free brand, which Beckham co-founded with the former global head of makeup marketing and product development at Estée Lauder, Sarah Creal, will specialise in ‘clean beauty' solutions spanning makeup and skincare.
Victoria Beckham Launches New Beauty Brand During London Fashion Week
The debut launch is centered around eye makeup, with beauty buffs now able to snap up a ‘Satin Kajal Liner' in three hues and a ‘Lid Lustre' crystal-infused eyeshadow in four shades. Four ‘Smoky Eye Bricks', each containing four different eyeshadow shades within a different color palette, complete the initial offering. Each of the products comes presented in eco-conscious packaging.
"If you are like us, you lead your lives in perpetual motion," reads a message posted to the brand's newly-unveiled Instagram account. "We seek out brands that both fuel and sustain us. This is the heart of #VictoriaBeckhamBeauty. A brand created by two women who are as interested in the best beauty products as they are in wellness solutions for themselves, their friends and families and the world they live in. We aim high and will continue to chase the best for ourselves and our community."
Beckham has been dropping hints about her beauty venture since February, when she told WWD that she wanted to offer "must-have items in makeup, skincare, fragrance and wellness," and hinted in a Facebook Live interview that she was working on makeup, skincare and fragrance.