Victoria Beckham has created a fashion empire through her eponymous label.
Having celebrated its 10-year anniversary last year, the former Spice Girl now has set her sights on a new venture: beauty.
"I am very excited to announce that I am about to launch Victoria Beckham beauty," Beckham revealed in a video on her Instagram.
In a further statement about the launch, VB explained: “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."
It's not the first time the fashion icon has turned her hand to makeup. Beckham created a beauty line with Estée Lauder in September 2016, which proved to be so popular the collaboration created a second instalment in 2017. In fact, Beckham has tapped Sarah Creal, former head of global make-up development and marketing at Estée Lauder, to be co-founder and CEO of Victoria Beckham Beauty.
“Victoria has an innate love of beauty that started when she was very young, and has continued unabated,” Creal said in a statement. “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.”
As for what to expect from the beauty line? We're sure it will include a few shades of Beckham's signature nude lip and we have our fingers crossed for a more affordable way to replicate Beckham's £1,246 daily beauty regime.
Although the brand will be digital-only when it launches in autumn/winter 2019, Beckham wants to be hands-on, directly engaging with consumers through social media platforms.
“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," she said. "It’s important for me to know what they want.”
To tie in with her new venture, two months ago, the 44-year-old announced that she had created a YouTube channel, promising "beauty tutorials, styling tips and lots of stuff from me." Expect to see many a VB makeup masterclass in the near future.
Victoria Beckham Beauty will be sold solely online through victoriabeckham.com when it launches later this year.