Since VB announced that she was launching her very own, digital beauty brand, we've been desperately waiting for a glimpse of what that might look like. Finally, we have it. For Victoria Beckham Beauty has finally launched, with a first collection called Victoria's Smoky Eye Wardrobe. And it's good. It's really, really good.
To officially launch the brand, VB hosted lunch for her friends, family and a crowd of eager journalists, who all gathered to hear her explain exactly why an eponymous beauty brand is really 'a dream come true' and something that's been years in the making. Beckham has co-founded the brand with Sarah Creal, who previously worked for Estée Lauder, where she helped Beckham develop her first capsule beauty collection.
'I think a lot of celebrities are putting their name to things but this really is something different – Victoria is obsessed with beauty and she knows what she likes,' said Creal. 'I don't think there's been a single day in the last nine months when I haven't woken up to a message from Victoria, either discussing product or describing something new that she's tried. She's so involved in everything and it's been full-on for us all.'
I'm not going to bring out products that say they get rid of wrinkles because that's bullshit. It's about being the most powerful version of yourself that you can be
In terms of the first launch, there are three products, designed to help you achieve your best-ever smoky eye, obviously. But they can also be used for a more casual beauty look, depending on how you apply. The products are Smoky Eye Brick, Lid Lustre and Satin Kajal Liner, all encased in tremendously chic packaging, as you might expect. 'The packaging is actually inspired by a bowl in my kitchen,' said Beckham. 'I knew I just had to recreate it.'
The brand, aside from being a digital first enterprise, is focussing on clean beauty. In fact, VB's tagline is 'Luxury Performance, Clean Beauty' and she has used minimal plastic, 100 per cent post-consumer waste outer packaging and biodegradable foam for protective purposes. Each product also arrives in its own, reusable canvas pouch, while many products will be vegan-friendly, too. 'I want to make products that make people feel great,' Beckham said. 'I'm not interesting in looking younger or anything like that. I'm not going to bring out products that say they get rid of wrinkles because that's bullshit. It's about being the most powerful version of yourself that you can be.'
So, onto the products. Each of the three eye essentials is available in various different shades – the Smoky Eye Brick palette, for example, is available in four different combinations, two of which have already sold out (but they're being restocked, so you can pre-order now). There's Signature – consisting of Beckham's favourite shades for a daylight contoured eye – Tuxedo, which consists of charcoal hues (and is vegan friendly), Tweed, which has more red-based shades like terracotta and deep plum and Royal, a palette made up of navy shades that is also vegan friendly.
The Lid Lustre, meanwhile, is available in four different shades and the Satin Kajal Liner available in three.
It's not just make-up, either. VB is notorious for her skincare obsession, which she has managed to incorporate into some of these products. The eye shadows in the palette, for example, contain Sodium Hyaluronate, which helps to hydrate skin, improve elasticity and makes skin feel smoother. 'Eyes are very signature for me,' said VB. 'The products may be new, but they’ve been a lifetime in the making.'
Everything is available at Victoriabeckhambeauty.com, and VB is also using the site to provide full transparency on each clean ingredient used and what role it plays for each product, as well as clarifying which products are vegan-friendly.
The next launch will be a selection of lip products, arriving next month, and after that there'll be something 'even more exciting,' according to VB. 'I'm working with the best team in the business, I'm so lucky. And Sarah and I have really big plans for this. I'm very serious about it and I can't wait to show you what's next.'
Watch this space.
SHOP: Victoria Beckham Beauty: The Products
Victoria Beckham Beauty: The Products
1 of 8Victoria Beckham Beauty Posh Gloss, £26
'Throwing back to my Spice Girl days, Posh would always wear a high shine clear gloss with a heavy lip liner to make her lips look fuller. That's when my love affair with gloss started, but I always found it heavy and uncomfortable to wear, and my hair would inevitably get stuck in it - especially riding on the back of David's motorcycle. So it became my mission to create a gloss that was beautiful, with reflective, mirror-like shine—but wearable and not at all sticky. I believe we got it right,' says Victoria.
2 of 8Victoria Beckham Beauty, Bitten Lip Tint, £32
For a subtle wash of colour as opposed to a sticky, heavier liquid lipstick or gloss, the Bitten Lip Tint is an ultra-light, weightless gelée formula to hydrate and nourish lips, imparting the softest kiss of colour.
3 of 8Victoria Beckham Beauty Smoky Eye Brick Eyeshadow Palette, £48
Victoria knows her way around a beautiful eyeshadow; her compacts house an entire eye look in one place. These powders are buttery, opaque and blend with ease, too. Choose from palettes with matte or shimmer shades.
4 of 8Victoria Beckham Beauty Lid Lustre Crystal Infused Eyeshadow, £28
A hit of glitter on the eye? Yes, please. Apply with a fingertip to pick up most of the sparkle, and pat on to the centre of the eye to create a seriously pretty gleam. This eyeshadow is pressed, not loose, so you'll face no fall-down of shadow, either.
5 of 8Victoria Beckham Beauty Satin Kajal Liner, £20
Queen of the smudged eyeliner, it was only natural for VB to nail this. This kohl pencil is as soft and buttery as they come. Create a sleek graphic line with a sharpened nib, or buff it out gently with a liner brush for a diffused, smoky finish.
6 of 8Victoria Beckham Beauty Cell Rejuvenating Power Serum, £180
Victoria Beckham and Sarah Creal wanted to create the ultimate all-purpose serum. Their aim was to be able to use a single serum and their moisturiser, rather than reaching for every lotion and potion under the sun in the midst of a complicated skincare routine. They joined forces with Professor Augustinus Bader to produce a do-it-all serum that seriously delivers.
7 of 8Victoria Beckham Beauty Cell Rejuvenating Priming Moisturizer, £92
This was the first collaboration between Victoria Beckham Beauty and Professor Augustinus Bader, a moisturiser packed with actives that plump and tone as well as smoothing skin from the off, so much so, they decided to highlight its complexion priming abilities in its name.
8 of 8Victoria Beckham Beauty Future Lash Mascara, £26
This ultra-black formula promises defining, lengthening, curling and volumising results, all whilst being hypoallergenic, waterproof, sweat-proof, smudge-proof and suitable for contact lense wearers. Victoria Beckham herself says 'This is the best mascara I have ever used!'.