The beauty space has blown up in recent years. Due to the popularization of beauty influencers on platforms like YouTube and Instagram, the community is larger than ever.
Last year, the beauty industry saw a 5.5% growth compared to previous years, according to Statista, with a now-estimated value of $532 billion. And because of this, everyone wants a piece. Over the last decade, there’s been a shift from what was once celebrity perfumes and collaborations being released, to now celebrity makeup lines.
From Rihanna, Lady Gaga, Drew Barrymore, Ke$ha, the Kardashian-Jenners, and many more, it seems every celebrity is looking to ride on the success of the beauty industry with their own range of products.
One of the most recent lines to launch is from fashion mogul Victoria Beckham, with her beauty line falling under her same namesake, Victoria Beckham Beauty.
And while it’s easy to expect modern chic makeup from Ms. Posh Spice herself, her brand is built more around the focus of sustainability, inclusivity, and transparency. In the era of celebrity makeup lines, Victoria Beckham Beauty sheds a light on what’s missing from the beauty space.
“Superior craftsmanship alone is no longer enough,” her brand website states. “Beauty brands must also be agents of change.”
Along with making luxurious, thoughtfully-formulated products, her brand aims to become the universal standard for product development. Each item, from packaging to formula is consciously-designed, using only minimal plastic and “100% post-consumer waste secondary packaging.” Shipping materials are biodegradable, recyclable, and mostly corn-based.
On top of this, the orders are delivered in reusable canvas pouches. For consumers looking for information on how to recycle the products once they are finished, the website even offers a recycling guide.
Victoria Beckham Beauty continues the earth-friendly and transparent standard by being cruelty-free and mostly vegan, with each product being clearly labeled on the website with a vegan or non-vegan label.
Beckham has stated that she wants to “empower consumers to make more conscious decisions.” With her brand, there is no guessing why certain ingredients were chosen for the formula, or where they were sourced from. But one thing is for certain: the prices for each item reflect a higher standard in ethically sourced ingredients and formula.
As for the ingredients, Victoria Beckham Beauty is non-toxic and follows the European Commission’s standards of clean beauty.
“In addition to the over 1300 ingredients currently banned from being used in cosmetics in the European Union, Victoria Beckham Beauty has developed an extensive list of an additional 30+ materials we do not formulate with,” the website continues.
The list includes commonly-used preservatives and binding agents such as mineral oil, sulfates, silicones, and parabens, as well as fragrance and dyes.
Though the brand has already made great strides for the community, they say there is still more work to do.
“We are a work in progress and a brand in motion,” the website confesses. The line is expected to expand to skincare, wellness, and fragrance in the near future. Consumers interested can sign up for their mailing list to be the first to hear about new launches here.