Victoria Beckham has been busy these last few years: In addition to helming her successful fashion label that just celebrated its ten-year anniversary, she's also collaborated with Reebok, designed a line for Target and launched a makeup line with Estée Lauder. But she's often hinted that she'd like to do more in the beauty space — and now she is. On Wednesday morning, Victoria Beckham Limited, the designer's London-based fashion brand, announced the launch of Victoria Beckham Beauty, which will debut next fall.
"I want to take care of women inside and out, providing them with the must-have items in makeup, skin care, fragrance and wellness that I feel I need in my own life," said Beckham in a statement announcing the news. A direct-to-consumer, digital-native brand, the products will be sold exclusively through victoriabeckham.com.
"I was going direct to the consumer with regards to fashion before I had a standalone store, so this isn't new to me," said Beckham, who plans to leverage social media to build a relationship with beauty shoppers. "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."
Beckham has already set a social-first precedent for the brand, announcing the news of the launch via a mirror-selfie video on Instagram.
The designer's decision to create a beauty line within her own company is an interesting move, especially given her past partnership with Estée Lauder (not to mention husband David Beckham's with L'Oréal for his grooming line). But perhaps Beckham is taking a page out of the Kardashian-Jenner playbook; after years spent doing licensing deals and collaborative partnerships, Kylie Jenner became the first of the family to found her own cosmetics company, of which she still maintains ownership — a model Kim Kardashian has followed for KKW Beauty and KKW Fragrance. This strategy has been a lucrative one for influencer-driven brands, and it will allow Beckham to maintain creative control.
But Beckham isn't going into the beauty business without an experienced veteran by her side: Sarah Creal, whose 25 years of industry experience span Prada, Bobbi Brown and Estée Lauder, is Victoria Beckham Beauty's co-founder and CEO. It was Creal, in fact, who worked hand-in-hand with Beckham to create the Victoria Beckham x Estée Lauder makeup capsule collection a few years ago. Unlike Beckham's fashion brand, which is based in the U.K., Victoria Beckham Beauty will be run out of New York City.
While specific products and price points have yet to be announced, the vision for Victoria Beckham Beauty aims to be an extension of the one she has so carefully cultivated for her ready-to-wear line, one that aims to give women items that will make them feel confident in their everyday lives — and items that meet the high standards of Beckham herself.