Victoria Beckham is launching her own beauty line, the fashion designer announced on Wednesday.
Victoria Beckham Beauty will debut later this year as a digital-native brand that will be sold exclusively through Victoriabeckham.com.
“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,” the 44-year-old said in a statement.
She added that the products in the beauty line will be tailored to her customers.
“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.”
The mother-of-four has been teasing out the news for months, revealing in September that she would be launching a YouTube channel dedicated to providing makeup and styling tutorials, prompting fans to suspect a beauty brand might be on the horizon.
Victoria Beckham Beauty will be based in New York City and run by chief executive Sarah Creal, who has worked in the beauty industry for 25 years with respected brands including Prada and Bobbi Brown Cosmetics.
Creal most recently worked with Beckham at Estée Lauder, where she was head of global makeup development, to help create the Victoria Beckham x Estée Lauder capsule collection that proved hugely successful.
“Victoria has an innate love of beauty that started when she was very young, and has continued unabated,” Creal commented.
“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.”
The new brand is backed by NEO Investment Partners. Of the launch, founder David Belhassen said: “Victoria Beckham Beauty is an authentic and modern brand with high potential. Victoria and Sarah have the vision and drive to launch the most desirable beauty brand offering on the market.”
Victoria Beckham will debut her autumn/winter 2019 collection at London Fashion Week on Sunday, marking the second time the fashion designer will show in London as opposed to New York.
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