Victoria Beckham to launch beauty line this year

By

Barbara Santamaria

Published
Feb 13, 2019

Designer brand Victoria Beckham is set to add its very own beauty line to its universe of products later this year, and has appointed Sarah Creal, former head of global make-up development and marketing at Estée Lauder, to be the co-founder and CEO of Victoria Beckham Beauty.

It comes less than three years after the British designer made her first venture into the world of beauty in collaboration with Estée Lauder, launching a makeup line of eyeshadows, lipsticks and highlighters that proved so popular it returned with a second instalment in 2017.

This time around, the ex-Spice Girl is immersing into the new project with the help of Sarah Creal, and try her hand at more than just makeup.

“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,” she said about the launch in a statement.

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

Victoria Beckham Beauty will launch as a digital-native brand sold through victoriabeckham.com this autumn, and take full advantage of social media technology to interact with consumers via Instagram and Youtube. The designer’s new Youtube channel, launched in November 2018 as a destination for beauty tips and styling tutorials is likely to become a pivotal marketing channel for the line.

“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 said. “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.”

Like her fashion business, Victoria Beckham Beauty will be backed by Neo Investment Partners.