Womenswear brand Victoria Beckham has announced that it is launching an online beauty brand for autumn 19.
Victoria Beckham Beauty will be headed by co-founder and chief executive Sarah Creal, who most recently served as head of global make-up development and marketing at Estée Lauder.
Creal collaborated with Victoria Beckham to create the Victoria Beckham x Estée Lauder capsule collection, which first launched in 2016.
“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 said. “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.”
In Victoria Beckham’s most recent results, losses increased by 24% to £10.2m in the year to 31 December 2017. The brand blamed the fall in profits on investment in the business and attempts to build its “talent base”.
Victoria Beckham beauty will be sold through the womenswear brand’s website.