It's the news that all stylish women, beauty fanatics, and—let's be honest—Spice Girls fans have been waiting for: Victoria Beckham Beauty has officially (finally!) launched today. We have been waiting patiently since February, with little to no clues as to actual, tangible products, surviving solely on our innate trust in VB and her impeccable taste and experience.
Her previous collaboration with Esteé Lauder was a smash, and any beauty junkie will tell you her recommendations and routine are second to none. VB may know exactly how to create a cult pair of shoes, but this lady also knows a lot about beauty, whether that's in regards to expensive skincare or how to perfect her signature smoky eye.
No concrete news had been released until very recently; A while back VB started dropping some hints on her Instagram using the hashtags #CleanBeauty and #NotPerfect to share behind-the-scenes photos of her both in the lab and on set for Victoria Beckham Beauty, but now the full picture of what this sure-to-be-successful beauty label stands for is becoming clear.
The singer-turned-international-designer released a statement a while back stating "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." Since confirming that a full range of beauty categories (and therefore our faces and bodies) being taken care of, we have also learnt more about the ethos of VBB.
After initially taking to Instagram earlier in the year to announce the impending launch of Victoria Beckham Beauty, VB returned to social media later that day to provide some further clarification on the brand: "For all of you asking, #VBBeauty will be cruelty-free, inclusive for all skin tones, and available at an accessible luxury price point," Beckham explained.
That ethos and messaging have been further outlined over the past few days: The brand's Instagram bio line reads as "a clean beauty movement for a life in motion," following up on individual posts with captions like: "Sustainability is at the heart of modern luxury. As a company, we are committed to making the ethical, earth-friendly choice wherever and whenever possible. But we don't believe we're sustainable enough yet. We aren't perfect, but we are committed to partnering with industry leaders in science, technology and sustainability to set better, cleaner, and more ethical standards across beauty. It's part of being a beauty brand in motion. Beauty in Motion."
Early signs of the full product offering included Beckham taking to Instagram to show how she preps her skin for a day on set for Victoria Beckham Beauty—sending beauty editors into meltdown as we wondered whether those under-eye patches were the work of cult skincare brand 111Skin or a sneak peek at one of Beckham's own skincare creations to come.
She has also scattered potential clues IG Stories, for example, a cryptic snap of some unmarked lipliners that looked like prototypes with the caption "when you LOVE your lipliner so much but only have stubs left."
Oh, VB—you tease.
Of course, VB is no newbie to the world of beauty. Beckham previously collaborated with beauty giant Estée Lauder on a hugely successful capsule makeup collection back in 2016. In fact, it's Sarah Creal, the former head of global makeup development and marketing at Estée Lauder, who will be heading up Victoria Beckham Beauty in New York.
So what has it all culminated in? Well, there's chic tortoiseshell packaging, to begin with (complete with palettes that have decent-sized mirrors so you can do your look on the go and they're eco-friendly), and a range of eye products while we wait for more to arrive in terms of lips and skin products to come in the following weeks. Shop our early favourites below…
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Beckham took to Instagram Stories to declare that this rejuvenating eye treatment "feels amazing." To apply, she says to just "use the little roller then apply the jazzy pads."