Victoria Beckham Beauty unveils subscription service

By Alessandro Carrara | Published: 25-Apr-2024

The brand’s new face cleansing duo, created in collaboration with celebrity facialist and aesthetician Melaine Grant, is available through the service

Victoria Beckham’s eponymous beauty brand has launched a subscription service.

A selection of the brand’s skin care and make-up products are available through an auto-replenishment system, which offers a 5% discount on orders.

This includes the Satin Kajal Liner and the BabyBlade Microfine Brow Pencil.

Victoria Beckham’s recently launched face cleansing duo, created in collaboration with celebrity aesthetician Melaine Grant, is also available through the service.

The cleansers, which are said to have been in development for two years, are available in a gel and oil-based formats.

Shoppers can choose how often they want the products to be sent, ranging from two, three or four months.

“Introducing subscriptions. Excellence on repeat, tailored to your timing,” the brand wrote in an Instagram post.

Beckham, wife of English footballer David Beckham, founded her namesake beauty brand with industry veteran Sarah Creal in 2019.

Eye colour cosmetics were the initial range by Victoria Beckham Beauty, followed by lip products a few months later.

The entrepreneur also launched her first-ever fragrance collection in 2023.

The edp range included Portofino '97, Suite 302, and San Ysidro Drive, with scents ranging from black pepper corn to pink peony and passionfruit.

Beauty subscription services are continuing to gain market share in the beauty industry.

A report by Future Market Insights found that the worth of subscription services is expected to top US $10.2bn by 2033.

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