Victoria Beckham has launched her in-house, eco-friendly beauty brand, Victoria Beckham Beauty, ahead of her London Fashion Week show today.
The singer-turned-fashion mogul announced the debut launch of her beauty line to her 26.7 million Instagram followers on Saturday.
Best described by the singer as a “clean beauty movement”, her eponymous cosmetic and skincare brand has a collection of clean, high-end products with luxurious ingredients. This means that it is sustainable, clean and cruelty-free and covers essentials such as make-up, wellness, fragrance and skincare.
On the vision behind Victoria Beckham Beauty, the company’s website revealed that both co-founder Sarah Creal, who was formerly the global head of makeup marketing and product development at Estée Lauder, and Beckham wanted the future of beauty to be “super clean, perform at the highest luxury level, welcome everyone who loves beauty, help people fuel their lives inside and out, be sustainable, transparent, digital-first, cruelty-free, and created by women (naturally).”
Now anyone can achieve Beckham's signature smoky eyes, with the Smoky Brick eyeshadow palette that comes in four iterations: Signature, Tuxedo, Tweed and Royal.
The collection also includes Satin Kajal Liner eyeliner pencil, Lid Lustre eyeshadow (Onyx, Blonde, Min and Midnight), which is inspired by her obsession with healing crystals, and a sharpener.
Ahead of the launch, the former Spice Girls singer teased fans on social media by using the hashtags #CleanBeauty and #NotPerfect. Back in February, she revealed that her new collection, cruelty-free will be affordable, inclusive for all skin tones.
Her line comes with environmentally-friendly packaging that's recyclable and biodegradable and designed for sustainability. Additionally, all items purchased on the brand’s official website will be delivered in a reusable canvas pouch.
As of today, only eye makeup products are available for purchase. The remaining lip and skin products will be revealed at a later date.
Prices for the palettes start at $54 while the eyeliner is from $26.