After months of teasing, Victoria Beckham has finally revealed plans for her long-awaited beauty line.
Calling the line a "clean beauty movement", the fashion designer announced the launch of the collection to her 26.7 million Instagram followers on Saturday.
“I feel like I have been talking about this forever, but it is here, it is finally happening, and I am so excited,” she said.
The first collection
Featuring both cosmetics and skincare, Victoria Beckham Beauty promises high end products with a focus on wellness and clean beauty.
The first drop of products are inspired by Beckham’s classically favoured eyeshadow look, with the ‘Smokey Eye Brick’, which comes in four variations. The collection also includes a metallic ‘Lid Lustre’, which comes in three shades, as well as a ‘Satin Kajal Liner’.
The products are encased in environmentally-friendly packaging, which is classic and minimal in design. Prices start from $26 (Dh96) for the eyeliner to $54 (Dh198) for the palettes.
What is clean beauty?
Victoria Beckham Beauty hopes to inspire its customers to make the “best choices” when it comes to cosmetics and skincare.
It pledges to be open and transparent when it comes to ingredients and their selection process, and will share its product development philosophy with customers, according to a brand spokesperson.
Beckham's launch joins a number of beauty brands moving towards a cleaner and more sustainable ethos. Clean beauty refers to products which have been developed using ingredients without any proven or suspected toxicity that could be harmful to the skin and body. It also uses products and packaging which are environmentally friendly.
Victoria Beckham Beauty is available from VictoriaBeckhamBeauty.com