Victoria Beckham has been busy these last few years: In addition to helming her successful fashion label that just celebrated its ten-year anniversary, she’s also collaborated with Reebok, designed a line for Target and launched a makeup line with Estée Lauder. But she’s often hinted that she’d like to do more in the beauty space — and now she is. On Wednesday morning, Victoria Beckham Limited, the designer’s London-based fashion brand, announced the launch of Victoria Beckham Beauty, which will debut next fall.
“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 a statement announcing the news. A direct-to-consumer, digital-native brand, the products will be sold exclusively through victoriabeckham.com.
“I was going direct to the consumer with regards to fashion before I had a standalone store, so this isn’t new to me,” said Beckham, who plans to leverage social media to build a relationship with beauty shoppers. “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.”
Beckham has already set a social-first precedent for the brand, announcing the news of the launch via a mirror-selfie video on Instagram.