Victoria Beckham opens first-ever US pop-up, uniting beauty and fashion
British fashion label Victoria Beckham has opened its first US store at Bal Harbour Shops in Miami, making it the first location outside London to house both its beauty and fashion businesses under one roof.
The brand’s founder and namesake designer shared the news on her Instagram account, describing the location “as an extension of our Mayfair flagship boutique”.
“Expect a curated edit of ready-to-wear and accessories, as well as an exclusive capsule in a rich bronze colourway,” Beckham added.
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The new pop-up, which is located in “one of the world’s most storied luxury destinations”, according to Beckham, will stay open until 30 September 2026.
Last summer the business reported another year of growth, with revenues up 26% to £112.7 million in 2024, despite an increasingly competitive luxury and beauty landscape.
This marked the fourth consecutive year of double-digit revenue growth for the company, once known for its high losses before a strategic reset began in 2019.
Beckham first launched her eponymous fashion label in 2008, later venturing into the beauty industry 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", Beckham set out to create a new standard of clean luxury, with high-performing, cruelty-free, and sustainably minded makeup and skincare products.
In October last year, following the release of Beckham's Netflix documentary, the designer made headlines for once again shaping beauty trends - with her signature look experiencing an uplift in popularity.
According to Google search data analysed by Fresha, searches for "Victoria Beckham smokey eye" surged 214% in the week of the 6 October 2025, generating over 9,000 searches over the month.
Beckham’s hallmark hairstyle - the long bob, or LOB - also enjoyed a comeback. "Her LOB works because it’s simple yet strategic," commented Danielle Louise, a beauty expert at Fresha.
"It’s a blunt, mid-length cut that creates the illusion of fuller, healthier hair. It looks polished but requires minimal daily styling - making it a popular choice for women seeking an impactful change without committing to a shorter cut," she added.
