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Trend It Like Beckham

Victoria Beckham Beauty is winning discerning customers and finding new channels to grow into the luxury brand it has long aspired to be. It’s increasingly clear that if Beckham cashes out, it’s going to be thanks to makeup—not apparel.

Victoria Beckham netflix documentary
Has Beckham finally hit her stride? The products are beautiful, people like them, and they’re happy to pay a premium that’s still far less than a designer handbag or shoes. Photo: Courtesy of Netflix
Rachel Strugatz
November 12, 2025

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Until recently, Victoria Beckham was primarily a fashion brand. It was only in 2019, after more than a decade slinging apparel, that the company launched its beauty line with a “Smokey Eye Wardrobe” of eyeshadow palettes, shadows, and eyeliners. But in the last year or so, Victoria Beckham Beauty has popped, as people like to say in this business. Suddenly, beauty is looking like the breakout category that could transform Victoria Beckham, the company, into the luxury brand that Victoria Beckham, the person, has long aspired to build.