Victoria Beckham Beauty

Viktoria Beckham funded her cosmetics launch herself in 2019. Almost no other celebrity beauty brand is structured this Ouai. Most take a royalty and let the manufacturer own the business. Beckham kept the checkbook and the equity. Viktoria Beckham had launched a fashion house under her own name in 2008 and spent a decade running it as a ready-to-wear brand with department store distribution. In 2019, she launched Viktoria Beckham, Beauty with co-founder Sarah Creel, a veteran of SD Lauder. The brand skipped the traditional licensing model and sold directly through its own website in the opening years, only expanding to prestige retailers like Mecca once the direct channel had proven out the product market fit.