£30 eyeliner that has helped Posh’s fashion empire make a profit for first time ever
By Katie Hind CONSULTANT EDITOR SHOWBUSINESS
HER fashion label has been in the red since she launched it in 2008.
But this year her fortunes have turned around – thanks to a £30 eyeliner which has flown off the shelves so quickly that her team are struggling to keep up with the demand.
Mrs Beckham’s Satin Kajal Liner, which comes in 16 colours, has been hailed as ‘the perfect piece of make-up’ by not only women in the UK, but also across Europe and in America since it launched.
Its popularity has been boosted by the former Spice Girl also
‘It is so popular they can’t get it made fast enough’
offering tutorials on social media platforms TikTok and Instagram – and friends of the star say that she too uses it everyday.
A fashion insider told The Mail on Sunday: ‘This has been an absolute gem of a product for Victoria.
‘It has become so popular Team VB say that they can’t get it made and out there quick enough. While it might seem expensive compared to high street ranges, ordinary women are buying it and then learning how to use it by watching Victoria’s tutorials.
‘There are other products being launched and the fashion is becoming more popular but the eyeliner is the stand out. It has been a triumph.’
In March, her main financial backer, David Belhassen, gave the first positive forecast for the company, saying that the brand was expecting to turn a profit when accounts are published in January, with revenue up almost 50 per cent to £58million.
In 2020, Mrs Beckham’s losses were £8.6million, but at the end of 2021 her namesake brand saw revenue grow by 13 per cent to £40.9 million, cutting net losses to £5.8million.
Over its 15 years, the business has also borrowed £30million from other parts of the Beckham empire.
Those close to Mrs Beckham say that she is ‘immensely proud’ of the eyeliner, while its tens of thousands of fans say that it is easy to use, stays in place and are impressed with the range of colours.
Mrs Beckham extended her fashion brand in 2019 when she launched her beauty range which was inspired by her own signature ‘smokey eye’ for which she has become known. Insiders at the London-based company say that, unlike other beauty brands, she is concentrating on eye make-up, and recently launched a mascara as well as eyeshadow sticks and eyebrow pencils.
Speaking to Vogue France in October, Mrs Beckham – who will turn 50 in April – said: ‘It’s such an exciting time. This year, we made a profit. This takes time, especially for an independent brand.
‘This is just the beginning. I have lots of ambitions and I work hard to achieve my goals. I never wait for things to fall into my lap. Now that I have laid down the groundwork, the real work can begin.’
dmg media (UK)