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Victoria Beckham is expanding her résumé to include beauty CEO. The former Spice Girl and current fashion mogul announced via press release that she's heading a new brand called Victoria Beckham Beauty, with plans to launch in 2019.
"I want to take care of women inside and out, providing them with the must-have items in makeup, skin care, fragrance, and wellness that I feel I need in my own life," said Beckham in the release. She hasn't shared any product specifics yet, but she's clearly hinting at drops across beauty categories.
As Posh stans will remember, Beckham has been in the beauty biz before. In 2016, she worked with Estée Lauder on a collaboration that spanned 14 pieces, including lipsticks, eye shadows, and base makeup. The partnership was such a hit that VB x Estée Lauder released two more collections. Then Beckham took it up a notch: Last year, she hinted in an interview with NewBeauty that she had started the process of creating her own line. In fact, Posh's cofounder and CEO in Victoria Beckham Beauty is Sarah Creal, a former Estée Lauder executive, who helped create the original capsule collection.
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In addition to everything she's learned from her adventures in beauty (not to mention decades in the spotlight), Beckham is using some very 2019 business strategies. According to a press release, she's planning to sell direct-to-consumer through victoriabeckham.com and to use social media to speak to fans directly about their product needs.
"I was going direct to the consumer with regards to fashion before I had a standalone store, so this isn’t new to me,” Beckham explained via release. "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."
Victoria Beckham Beauty hits (digital) shelves later this year. Until then, slide into Posh's mentions and tell her what you want, what you really, really want.
More on celebrity beauty brands:
- Victoria Beckham Is Launching a Skin-Care Line
- Jennifer Lopez Is Finally Launching a Skin-Care Line
- KKW Beauty Is About to Launch Its Version of the Classic Red Lipstick
Now, watch Chris Pratt and Will Arnett narrate a makeup tutorial:
