BECKHAM’S NEW BLENDS: Victoria Beckham’s burgeoning beauty business is poised to grow next year thanks to a second cosmetics capsule collection with the Estée Lauder Cos. Inc. and a skin-care line with another partner, according to market sources.
Beckham launched her Victoria Beckham Estée Lauder makeup in September, and watched it fly off the shelves. According to sources familiar with both companies, she is at work on a second, follow-up collection that will launch next year.
Separately, Beckham is also working quietly on a high-end skin-care line, not with Lauder, but with a niche beauty partner.
A spokeswoman for Victoria Beckham declined to comment. Estée Lauder could not be reached for comment.
Lauder was also the beauty sponsor of Beckham’s spring runway show in New York, and in August both Beckham and Lauder suggested there could be other projects in the pipeline.
“I hope this collection does go on,” said Beckham, adding that she was fulfilling a long-held dream with the creation of a very personal capsule makeup collection that can work on a variety of ages and skin tones.
At the time, Jane Hertzmark Hudis, group president, the Estée Lauder Cos. Inc., said there were many options going forward.
“If something is enormously successful — in London or Paris or New York — we have the opportunity to bring it back — maybe have it sold exclusively online. We’ll see how it goes,” she said.
The collection was certainly hot: It sold out on Beckham’s own site by 9 a.m. on Sept. 13, the day of its launch in the U.K., European Union, Hong Kong and Singapore, before being replenished on Sept. 16.
After launching on VictoriaBeckham.com in the U.S. on Sept. 16, the stock had sold out within 12 hours, according to the brand.
As reported, VictoriaBeckham.com saw a 400 percent rise in traffic when the products launched, while conversion rates rose 735 percent during the week, compared to the same week last year.
Among the bestsellers were the Morning Aura Illuminating Crème, the Highlighter in Modern Mercury, lipstick in Brazilian Nude, lip gloss in Moroccan Heat and Eye Kajal in Black Saffron/Vanille.