Since launching her beauty line, Victoria Beckham has transformed her her brand into a global glamour powerhouse
Victoria Beckham is no stranger to the spotlight, but these days it’s her eponymous beauty line that’s stealing the show. Launched in 2019, the brand marries Beckham’s signature luxe aesthetic with serious beauty savvy – a combination that clearly works. Her perfectionist reputation has paid off as fans around the world have come to trust that when Victoria Beckham says a product is a must-have, it likely is.
Behind the scenes, the numbers tell an impressive growth story. In 2022, the company’s revenues jumped 44% to £58.8 million (~$74 million USD), and then soared by another 52% in 2023 to reach £89.1 million (~$112 million USD). This marked the third consecutive year of high double-digit growth – no small feat in the hyper-competitive luxury beauty market. Even industry skeptics who initially wondered if the world really needed another celebrity makeup brand have been proven wrong. In fact, Beckham’s beauty products are flying off the shelves, helping turn around the fortunes of her broader fashion and beauty empire. The brand is now on the verge of profitability and positioning itself as a “global luxury house,” according to CEO Marie Leblanc for The Industry, firmly cementing Victoria Beckham Beauty as a serious player on the world stage.
Much of this success comes down to products that have attained bona fide cult status. Take the brand’s Satin Kajal eyeliner – an ultra-creamy pencil so beloved that one is sold every 30 seconds. The most popular shade, a deep cocoa brown, was fine-tuned to perfection. “You know, a brown eyeliner isn’t just a brown eyeliner. I obsessed over the right tone of brown: it’s a bitter chocolate, a different brown from all the other browns out there. I’m obsessed with little details,” Beckham told The Times, highlighting the level of care poured into each formula. Then there’s the mascara. The brand’s Vast Lash mascara quickly became a global best-seller for its smudge-proof, “Miami-proof” performance (code for enduring tropical heat without running). Beauty editors have put it to the test – wearing it through tears, sweat, and long days – and raved that it doesn’t flake or smear one bit. And let’s not forget the Contour Stylus, a slim contour stick that had TikTok in a frenzy upon launch. When Beckham shared her playful “paint by numbers” contour tutorial using the stylus, the product promptly sold out – the brand had to reassure eager fans when it was finally back in stock. Entering the crowded contour market could have been daunting, but the runaway success of this little stick proved that Victoria Beckham Beauty can spark a viral moment with the best of them.
Crucially, Beckham has leveraged social media to fuel her brand’s rise. With over a million followers on the official @victoriabeckhambeauty Instagram page and a flood of fan content on TikTok, the label enjoys the kind of online buzz most companies only dream of. Beckham herself often stars in product tutorial videos and candid “get ready with me” posts, showing followers exactly how she achieves that signature VB glow. This authentic social media presence has cultivated an avid community of beauty enthusiasts who not only snap up products on launch day, but also spread the word. From Instagram reels of makeup artists using her Cell Rejuvenating Priming Moisturizer to TikTok videos gushing over the latest shade of Posh Gloss, the brand’s online fandom functions like a global street team, amplifying every new release through likes, shares, and enviable before-and-after demos.
Beyond the digital sphere, Victoria Beckham Beauty has been making savvy moves to establish itself as a fixture in the luxury beauty landscape worldwide. Initially sold direct-to-consumer, the line is now available through select upscale retailers – Selfridges in London and high-end beauty boutiques in the U.S. like Violet Grey and Nordstrom. Its sleek, tortoiseshell-adorned packaging has graced vanities from London to Los Angeles to Hong Kong. And while many celebrity brands lean on star power alone, VB Beauty brings serious fashion clout. During Paris Fashion Week, the brand unveiled its new EyeWear eyeshadow sticks on the runway and even projected campaign videos onto Parisian landmarks in a genius bit of cross-pollination between Beckham’s fashion and beauty arms.
Never one to rest on her laurels, Victoria Beckham is constantly expanding her beauty repertoire. In late 2023, her company ventured into fragrance for the first time, debuting a trio of chic perfumes after years of development. While this spring, Victoria Beckham Beauty launched a collection of nine luxurious makeup brushes – each designed with the same obsessive attention to detail that defines her makeup. Inspired by the artistry of calligraphy brushes, these tools feature dark walnut handles with ergonomic curves and impossibly soft vegan bristles. For Beckham, the brushes had to be as beautiful as they are functional. She even described each one to Glamour magazine as “its own sculptural work of art, engineered to match my personal makeup techniques and to feel like a natural extension of my hand”. In other words, they’re posh in every sense of the word.
Four years in and Victoria Beckham Beauty has evolved into a bona fide global beauty brand. It has mastered the art of going viral while staying on brand – always chic, always performance-driven, and invariably infused with that Beckham polish. From its record-breaking eyeliners to its innovative contour wands, the line has proven it can deliver products that women (and men) around the world genuinely love to use. Glamorous yet grounded, fueled by social media buzz yet backed by quality, Victoria Beckham Beauty shows no signs of slowing down. In true Beckham style, it’s equal parts sophisticated and a little bit spicy – and the world is absolutely here for it.
