The self-branded Victoria Beckham Beauty brand currently includes a collection of eyeshadows and eyeliners and will soon be extended to include a lip and skin collection.
The products are touted as high-performance, formulated with “safety, transparency, education, and inclusivity at the forefront”. The products are also packed and shipped using post-consumer and recycled materials and minimal plastic wherever possible, the brand says.
‘Luxury beauty is changing’
Victoria Beckham Beauty said: “Luxury beauty is changing. Superior craftsmanship alone is no longer enough – beauty brands must also be agents of change.”
“The ingredients we put in our formulations matter, because clean products free from harmful toxins should be a universal standard. Our impact on the environment matters, because our world is previous. Making products for everyone matters, because we’re only as good as we are inclusive.”
The company described itself a “brand in motion” that would continue to evolve and improve business based on these founding values.
Estée Lauder collaboration kick-start
Back in 2016, Victoria Beckham teamed up with Estée Lauder to launch a limited-edition make-up line across Europe, the US, Hong Kong and Singapore.
The limited-edition Victoria Beckham Estée Lauder collection sold out within a day on its dedicated launch sites, proving extremely popular among consumers and kick-starting rumours of the model, businesswoman and former pop star’s move into the beauty category.
It was through this collaborative work Beckham met her now co-founder Sarah Creal – a longstanding beauty executive with experience at major luxury brands, including Prada Beauty, Ralph Lauren Fragrances and Bobbi Brown Cosmetics.
“Both Victoria and I are passionate about healthy, wellness and beauty, so creating clean products that performed was a natural progression for us and a challenge we wanted to meet,” Creal said on the World of Victoria Beckham site.
“…We haven’t achieved it all yet – sustainability is a big challenge! #notperfect – but one of the many areas in which we’ve made significant strides is the marriage between luxury performance and clean formulations.”
Creal said clean beauty was about ingredient safety; creating and producing products without ingredients that are proven or suspected as having adverse health effects, using both synthetic and natural materials.
For the fame!
Beckham’s celeb make-up launch comes just a month after pop icon Lady Gaga launched Haus Laboratories – a cruelty-free, vegan colour cosmetics line of shimmer powders, lip lines and glosses. Gaga opted for an exclusive Amazon launch for her cosmetics line.