Victoria Beckham’s Beauty Brand Has a New CEO
The beauty merry-go-round continues.
Victoria Beckham Beauty is the latest in a slew of beauty companies with executive changes. Lauren Edelman, previously global chief marketing officer, is succeeding Katia Beauchamp as chief executive officer. The news comes on the heels of changes at Wella Co., L’Oréal and Ulta Beauty.
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A statement from the company read, “[Edelman] succeeds Katia Beauchamp with whom she worked closely over the last 18 months and who decided it was the right time to leave the business to focus on new opportunities. With an impressive background in luxury brands and tenures at L’Oréal Luxe and Chanel Inc., Lauren brings unparalleled industry knowledge, expertise in brand storytelling and a proven track record of delivering results across all channels.”
The statement continued to note Edelman’s “nearly two decades of experience translating data-driven insights into image-building brand strategies,” and that Victoria Beckham Beauty itself “has just celebrated its five-year anniversary at the helm of luxury beauty.”
Victoria Beckham Beauty is surging in the U.S., where it recently expanded brick-and-mortar distribution in lockstep with collaborator Augustinus Bader and launched a fourth fragrance, 21:50 Rêverie, that had a splashy launch and pop-up in New York. Within a month of that launch, it became the top-selling fragrance in the brand’s portfolio.
“We anticipated that based on the scent profile,” Edelman said in an interview at the time. “But it’s surprisingly large in terms of performance. We’re very happy to see those early results.”
Shortly prior, the brand also introduced a new concealer pen in partnership with longtime collaborator Augustinus Bader, which industry sources anticipated would do $10 million in sales between its September 2024 launch date and the end of that year. It represents a diversification of the brand’s pillars beyond its hero Satin Kajal Liner, which alone sold once every 30 seconds, as of June 2024. That would put the product’s annual sales at north of $30 million.
It’s a time of growth across the board for Victoria Beckham’s beauty and fashion businesses. As reported, in fiscal 2023, adjusted earnings before interest, taxation, depreciation and amortization hit 1.8 million pounds at Victoria Beckham Ltd. — up from 200,000 pounds the year prior — and revenue across categories rose 52 percent to 89.1 million pounds.
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