Victoria Beckham and Melanie Grant launch two innovative cleansers, marking Victoria Beckham Beauty’s expansion into the beauty market.
Victoria Beckham is diversifying her beauty business by introducing a new category: cleansing, in collaboration with celebrity facialist and esthetician Melanie Grant. This venture isn’t about just one product, but two: a gel cleanser and an oil-based one. “It might not have been the next natural step if we followed the instruction manual, but I’m not one to follow the rules,” commented Beckham in an interview. “I was longing for a cleanser that would match my serum and moisturizer, one that felt different in the market but, above all, felt the same as the rest of my skincare routine and not like a secondary part of it.”
The development process for these cleansers took two years and involved the selection of ingredients such as olive oil, rice bran oil, avocado oil, fermented green tea seed, lactic acid, Damask rose water, and saccharide isomerate. Grant added, “I’ll be honest, there were many, many iterations [of the cleansers], and at one point, I thought maybe the manufacturer just wouldn’t work with us because there was so much back and forth. It was complicated, but it was also an education for me, to know how much it takes to formulate a great product.”
With 25 years of experience in the beauty industry and successful studios in Los Angeles and Sydney, Melanie Grant is the ideal collaborator for Beckham. “Melanie is my go-to not only for facials but also for skincare advice,” Beckham explained about her choice to collaborate with Grant. “The idea of collaborating came about very organically; we both kept talking about not being able to find the perfect cleanser, and it was as simple as me saying, should we create it together?”
The bottles, designed by Beckham, are of a soft forest green and dark brown that resemble a resin table. “I really obsess over the tiniest details, even with a cleanser, I dedicate the same amount of attention to detail as when we create a makeup product,” Beckham explained about her design process.
Victoria Beckham Beauty is gaining momentum across all markets, with growing interest coming from the United States. In addition to their cleanser line, the brand launched fragrances last year and is building consumer confidence on multiple fronts. Beckham revealed that she has streamlined her personal skincare routine over the years, focusing on simple and highly effective products like cleanser, serum, and moisturizer. She also anticipates an upcoming project with Augustinus Bader, with whom she has been working to develop the skincare arm of her beauty business.
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