Victoria Beckham has shared a behind-the-scenes look at content she's shooting for her brand Victoria Beckham Beauty.
Posting a video to Instagram today, Beckham said "I am so, so excited. I can’t wait to share, I cannot believe it’s finally here – I’ve been working on this secret project for a long, long time."
The post was accompanied by the hashtags #cleanbeauty and #notperfect, suggesting that 'clean' and 'real' might be two core values we can expect from the brand.
Beckham also posted some pictures from the set, including one of her wearing under-eye masks, possibly present in the forthcoming skincare line. Here's hoping.
After many a collaboration in the beauty space, Victoria Beckham is finally launching her own beauty brand. Today, Victoria Beckham Ltd. announced the Launch of Victoria Beckham Beauty, a digital-native brand, which will be sold through victoriabeckham.com as of this autumn/winter.
Of the news, Beckham said: “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.”
Based in New York, Victoria Beckham Beauty will be headed by co-founder and CEO Sarah Creal, formerly head of global make-up development and marketing at Estée Lauder, where she worked with Beckham on the hugely successful Victoria Beckham x Estée Lauder capsule collections.
“Victoria has an innate love of beauty that started when she was very young, and has continued unabated,” Creal says. “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.”
When Bazaar met with Beckham and Creal to discuss her second capsule collection with Estée Lauder, the designer’s passion for cosmetics was clear to see. “I'm really just scratching the surface of what I want to do, so I jumped at the opportunity to get straight back into the development and working on new things,” Beckham told us. "For me, it's not about doing what anybody else is doing," Beckham said back in August 2017. "It's about newness and freshness,” – as is also the case now.
The digital-only direction of the brand will see Beckham engage directly with her community through social media, and according to the press release, “Victoria will be able to provide insightful beauty solutions and share her experiences, passion and point of view.”
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.”
From Harper's Bazaar U.K