Cover Photo: Courtesy of Karim Jaafar/AFP

The beauty line, named Victoria Beckham Beauty, will focus on clean and cruelty-free formulations

The British fashion designer and former Spice Girls star rolled out her new cosmetics line Victoria Beckham Beauty over the weekend, on the same day as the London Fashion Week catwalk presentation for her Victoria Beckham Spring/Summer 2020 ready-to-wear line.

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.

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.

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