Back in February, Victoria Beckham confirmed what had been rumored for a long time: she’s launching her own cosmetics brand. And after what feels like an eternity, the popstar-turned-fashion-designer says she’s (finally) very close to fully unveiling the collection, taking to Instagram to post teasers that have us buzzing with anticipation.
“Today I’m on set shooting for something that I’ve been working on for a very long time and I am so, so excited,” she revealed in a video with the tag #VictoriaBeckhamBeauty. “I cannot believe it’s finally here. I’ve been working on this secret project for a long, long time and you’re gonna love it. Coming very, very soon.”
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As well as sharing behind-the-scenes photos from the set, Beckham was spotted hanging out with Huda Kattan in London, where she posted a pic with the caption, “Such a pleasure meeting Huda today and chatting about beauty! So excited for #VictoriaBeckhamBeauty to come!!” Could this mean a joint venture between the two? Can you imagine? Although we don’t know about that just yet, this is everything we do know about Victoria Beckham Beauty so far…
The Collection Goes Beyond Makeup and Skincare
“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,” said Beckham when she announced the brand in February.
At the shoot last week, the designer appeared to be wearing at least two different makeup looks and was seen using black undereye masks to prep her skin. It’s not yet clear whether the masks are from her collection or whether she’s keeping all the skincare under wraps.
There’s a Focus on Clean Beauty
Beckham used the tag #cleanbeauty on all the new posts – the first time she has used the term to describe her range. While there’s isn’t one specific definition for ‘clean beauty’, it generally means products that don’t contain irritants such as artificial colors, mineral oils, silicone, SLS (sodium lauryl sulphate), and parabens. Needless to say, we’re very interested to see how many of these common culprits Victoria Beckham Beauty products really contain when the full ingredient lists are revealed.
The Makeup Is About Achieving a Natural Look
Judging by her looks on set, the makeup products focus on Beckham’s trademark dewy skin, with subtle eye makeup and nude lips. The boldest look featured a dark smoky eye, so don’t expect any on-trend neon eyeshadow or holographic lip gloss – VB is all about timeless classics.
It Probably Won’t Come Cheap
“Victoria has an innate love of beauty that started when she was very young and has continued unabated,” said Sarah Creal, co-founder and CEO of Victoria Beckham Beauty, when the brand was announced. “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.” ‘Elevated’ is fashion speak for luxurious, so expect premium packaging and prices to match.
Beckham Will Be Retailing the Collection Herself
Unlike her previous makeup collaboration with Estée Lauder, Beckham will be selling direct to the customer – most likely through her fashion label’s website – as this is her own brand. “I was going direct to the consumer with regards to fashion before I had a standalone store, so this isn’t new to me,” she said.
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