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Victoria Beckham Beauty strengthens customer experience with new subscription service

Sophie Smith
24 April 2024

Victoria Beckham has introduced a subscription service to her eponymous beauty brand, allowing customers to auto-replenish their favourite products tailored to their routines.

The new service, which is accessible online at Victoria Beckham Beauty, launches with a selection of the British brand's high-performance products across makeup and skincare.

From a Vast Lash Mascara and Satin Kajal Eyeliner to a Contour Stylus and Posh Gloss, customers can select products for auto-replenishment based on their desired frequency.

The service allows items to be sent every two, three or four months, with 5% savings on subscription products.

Other items available include the brand's Cell Rejuvenating Priming Moisturiser and Power Serum created in collaboration with Augustinus Bader, as well as its new gel-based and oil-based cleansers developed with celebrity facialist Melanie Grant.

Beckham first ventured into the beauty space with Estée Lauder before launching Victoria Beckham Beauty in 2019.

Founded on the idea that "beauty should complement and empower the dynamic life you lead", she set out to create a new standard of clean luxury with high-performing, cruelty-free and sustainably-minded makeup and skincare products.

The former Spice Girl also entered fragrance for the first time last year with three new scents. Created in collaboration with master parfumier Jérôme Épinette, the genderless artisanal fragrances are inspired by a particular era in Beckham's own life.

The launch of the subscription service at Victoria Beckham Beauty bolsters its online customer experience, joining other businesses offering similar services, such as Wild and Beauty Pie.

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