What we can expect from Victoria Beckham's beauty line...and why it will change the face of women over 40
At 6am this morning a press release landed in my inbox: Victoria Beckham Ltd. is pleased to announce the creation of Victoria Beckham Beauty. Fifteen minutes later, Victoria, 44, took to Instagram to upload a video announcement and moments after, emails were pinging back and forth and the whispers about what we can expect began circulating.
The official line from camp VB is this: The brand reinforces Victoria Beckham’s overarching vision: empowering women to feel confident and strong in every aspect of their lives. Victoria went onto say, “I want to take care of women inside and out, providing them with the must-have items in makeup, skincare, fragrance and wellness that I feel I need in my own life.
Those who follow VB from afar will know, A) she was a Spice Girl, B) she married a famous footballer, C) She launched a fashion brand and D) She likes to play with make-up. What they don’t know is that Victoria Beckham’s beauty line will change the face of women over 40.
I know this, because Beckham and I are four months apart in age. I get it. Both in our mid forties, there’s not much out there for women like us. Or at least, nothing cool. Nothing as exciting, pampering and tightly edited as Millennial brands, like Glossier, offer.
When I say 'like us', what I really mean is: Women over 40 who want to smart-age, not anti-age, who think of age as an attitude, not a number. Women who appreciate a bold new colour update as much as they did in their twenties. Yet, are constantly on the search for those clever capsule products that amplify their natural look. Women who want to look like the best damn version of themselves. Right now. Not ten years ago.
Victoria is a glittering example of all of the above, which is why she will turn the beauty industry on its head. Guaranteed.
Take a close look at Victoria in this morning’s video announcement, and you’ll see evidence of what I'm talking about. Glowing skin, fresh nude lips, soft smoky eyes, glossy (slightly undone) hair, accessorised with a cheeky bright red manicure, there’s no trace of cosmetic procedures. It’s all Victoria, spruced up a notch here and there. Which is, let's face it, exactly what women want now. And she’s at just the right place in life to give it to them.
In fact, her timing is perfect. She could have launched a beauty brand in her twenties. Or indeed, her 30’s. Instead she waited until her 45th year to do it. Having earned her beauty stripes at Estee Lauder, where she had a successful diffusion makeup line for two years running in 2016 and 2017, the signs were on the wall.
Ever since, Beckham’s Instagram has become increasingly full of uncensored reviews and sneak previews of niche luxury products that serve a real purpose in her day to day life; The Chanel Flash Eye Revitaliser Pads she used to perk up tired eyes on a long haul flight, the Augustinus Bader Ultra Rich Cream that she candidly reported, ‘is too greasy for everyday but perfect for travel and super cold weather.’ Plus, beauty nutrition hints such as the Omega-3 fish supplements that Beckham swears are ‘good for skin.’ They are. I take them.
Victoria Beckham Beauty won’t be available to buy until the autumn, but with everything we know about VB’s beauty prowess so far, including a decade of insider access to her make-up artist, Wendy Rowe, these are...
The 5 things I expect to see from Victoria Beckham Beauty when it hits stores later this year
Self-care will be a big theme
Beckham clearly believes that self-care is the route to confidence with pampering products like hair oils and skin masks often featuring in her Instagram feed. Barbara Sturm and Sarah Chapman's hydrating face masks are two of her favourites, which she confesses to sleeping in for dewy morning skin. It's clear that she rates at-home pampering, often filming herself at the bathroom sink experimenting with a new cleansing skin ritual. And, in the ultimate act of self-care, she treats her body like a temple, working out daily and drinking water and lemon each morning 'for good skin.'
Natural ingredients will feature heavily
Victoria loves organic, natural ingredients that smell as good as they look. She uses The Organic Pharmacy Self Tan to boost her glow as well as niche natural products like Osea Algae Oil Body Oil. And she recently raved about Oligo-Proteines Marines Serum by Biologique Recherche facial serum because 'it's clean.'
Your capsule makeup wardrobe is coming
Brows, lashes, skin; Victoria couldn't launch makeup without nailing the classics. Expect to find your perfect nude lipstick, the most natural-looking lip liner ever, a brow-groomer to end all and the best no-foundation foundation you've ever tried. With queen of natural-looking make-up, Wendy Rowe, as her go-to makeup artist, I am most looking forward to Beckham's complexion enhancers (concealers, highlighters and the like), which I expect will transform my skin to vacation-status permanently.
They'll be a humorous twist
Victoria is no stick in the mud - the girl knows how to have fun. While her beauty brand will no doubt be uber-luxurious, I'm expecting the product names and language she uses to be inclusive and irreverent. Including the introduction of a couple of cheeky limited edition products each season.
The formulations will deliver
While she is big on sustainable, clean ingredients, Victoria is also a fan of Dr. Harold Lancer, who she visits when in LA (and incidentally has the best cleanser and exfoliator in the world, if you ask me) as well as Dr. Barbara Sturm. In other words, expect gorgeous scents, eco-credentials, pretty packaging, wearable colours and flattering textures. But...ultimately, VB won't compromise on results. High-performing products will be at the heart of Victoria Beckham Beauty. You can count on that.
What do you expect to see from Victoria Beckham Beauty? Will the former Spice Girl's makeup line be a game changer?
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