The namesake beauty brand of Victoria Beckham is betting on the eye category to create synergies with Beckham's fashion business.
’s fashion business hit profitability in 2022. According to David Belhassen, founder and managing partner at the joint businesses’ private equity investor Neo Investment Partners, in the next couple of years, revenues are slated to hit about 100 million pounds with about half of that coming from the beauty business.
The eye category plays a key role in getting there. “The eye category is a cornerstone of ours,” Beauchamp said, nodding to the brand’s founder’s signaturelooks. “It’s something that has had so much immediate momentum and it’s because Victoria herself has a lot of credibility. Everybody knows that on a day-to-day basis, Victoria has an eye on.” The shades, also cherrypicked by Beckham, don’t just reflect the designer’s own color sensibilities. They’re also an important differentiator. “Most brands who are clean, and have a focus on sustainability — there tends to be a real neutrality to those offerings,” Beauchamp said. “Victoria’s not doing that, there’s more range.” The products ladder up to Beauchamp’s overarching goal of solidifying Beckham’s credibility in beauty. “How do we build a brand for Victoria Beckham Beauty and shows this talent that has come through in fashion?” she said. “The vision is to build that awareness of Victoria Beckham Beauty, and why Victoria has that incredible perspective as the creative director and visionary for what we’re making. “Consumers always deserve to know that, ‘why should this person be telling me?’ Victoria has tried every single product out there, and she has a lot of access. She will not produce a single product that she will not wear really well,” Beauchamp continued. “There is a patience to our growth strategy, and luckily, we have so much in the works that Victoria has already vetted and approved.”
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