![]() ![]() We’re confident that our partnership will help us create the right product offering for the China market and help us grow our business in the country over the long term in a meaningful, authentic way. We knew Alibaba would be a really good partner for us because we’re looking for a long-term strategy in China – not simply a few big, splashy moments. Tmall Global is the pinnacle in luxury beauty. Why did you decide to partner with Tmall Global? You can’t be a successful global brand without a solid China business – it’s just not possible these days. We knew we would find an audience that is very receptive to our products in China. Tmall Global and China are key to our growth strategy, as Chinese consumers share our values of modernity and discernment. We started our company almost a year ago, and we’re focused on building a strategic luxury beauty brand that is very modern, forward-thinking and fresh. Why did Victoria Beckham Beauty choose to enter China now? This interview has been edited for length and clarity. And lastly, Cheeky Posh in Major for a fresh flush.Singer-turned-entrepreneur Victoria Beckham is launching her eponymous beauty line on Alibaba Group’s cross-border e-commerce platform Tmall Global this week, marking the brand’s first foray into the China market.Īhead of the launch, we spoke with the co-founder and CEO, Sarah Creal, to learn more about Victoria Beckham Beauty’s expansion into China, how it sees the trend of “clean beauty” taking hold in the market as well as how Covid-19 has transformed the business. ![]() It stays put all day, so I never have to worry. Then, I add Satin Kajal Liner in Cocoa on my lash line. “Cell Rejuvenating Priming Moisturizer in Golden for a foundation-free glow and Bitten Lip Tint in Amour with my #2 Lip Definer for a nude lip. So if she has to leave the house in a hurry, what does she turn to? “That’s easy,” she says. But on days that I want a little more colour, I love Posh Lipstick in Twist.”īut even Victoria Beckham-surely one of the busiest women in fashion-needs a five-minute face sometimes. Then, I apply a touch of Posh Gloss on top and bottom-only in the center-to give the appearance of fuller lips. Right now, I am using Bitten Lip Tint along with Lip Definer just around my Cupid’s bow and bottom lip. For a nude lip, it depends on the time of the year. It goes on super creamy, and sometimes, I use the blender or even my finger to smudge it out. Then, I go over my upper lash line with Satin Kajal Liner in Ash. “Then, I take the darkest blue from Smoky Eye Brick in Royal, and I use a super-angled brush to line my lashes and add a small flick. I start by using the lightest shade as a primer, then the pink shade all over, then mid-tone brown to contour eyelids and use a dusting along lash line and under my eye for that smokey look,” she tells me. So what are the exact products in her makeup bag behind this trademark aesthetic? “Every day, I use my Smoky Eye Brick in Signature. You may not have noticed because it’s subtle and timeless, but more often than not, Beckham will be seen with a classic smokey eye, a soft nude lip and strong, defined eyebrows. But she has also crafted a signature makeup look over time. As with her clothing brand, she cleverly uses her Instagram account and public appearances to promote her launches, often posting close-up pictures of her skin and testing swatches of lipsticks.īeckham’s fashion choices are well documented, and certain styling tricks-super-long trousers here, a pair of giant shades there-are instantly recognisable. To put it plainly, every beauty editor swears by Victoria Beckham Beauty. She then went solo with her own tight collection of eye products and has since expanded her makeup offering and entered into skincare with luxury skincare professor Augustinus Bader. She initially entered the beauty space with a collaboration with Estée Lauder in 2016 which sold out almost instantly. She retired her fake tan, Cavalli dresses and heavy lip liner a long time ago and made a fashion and beauty empire out of her now carefully honed aesthetic.Ĭelebrity beauty spin-offs can typically be underwhelming and have poor formulations and high marketing budgets, but Beckham has created a collection of beauty products that actually live up to expectations. This perfectly encapsulates Beckham’s signature look-her brand is all about subtle elegance and an uncomplicated approach to getting ready. However Beckham looked cool and collected in jeans, a navy roll-neck jumper and immaculate makeup. The hours leading up to a runway show are always chaotic and stressful no matter how seasoned a designer may be. We all have a favourite Spice Girl, and mine was always Posh, so this was a major moment for me. I first saw Victoria Beckham in real life backstage at her fashion show in New York.
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