Sources say its popularity comes from TikTok and Instagram posts showing potential buyers how to apply it.
Since its founding in 2008, Victoria Beckham’s fashion and beauty empire has racked up cumulative losses of more than £66 million.
However, the tide changed as Victoria recorded a surplus for the first time in 15 years.
This success is due to the popularity of her £890 clutch bag, £30 eyeliner, and a carefully planned social media strategy featuring make-up tutorial videos on TikTok that are viewed by millions.
The former Spice Girl, 49, is reportedly “thrilled” by the turnaround as her latest financial reports revealed a profit of £200,000 in 2022.
This success has been linked to the high demand for her accessories, particularly the chain pouch clutch bag launched last year, which comes in a variety of colors and costs £890, with specialty versions reaching up to £1,550 .
Victoria’s beauty business, which started in 2019, has also been a huge success. The Satin Kajal Eyeliner, priced at £30 and available in 16 colors, has sold out so quickly that it has become difficult to meet demand.
Social media platforms such as TikTok and Instagram play an important role in showcasing products and demonstrating their applications.
Sources close to Victoria say its popularity comes from TikTok and Instagram posts showing potential buyers how to apply it.
A friend of Victoria’s said she was “delighted” to be able to turn around the business, which she launched in 2008 with a small collection of dresses.
She is especially excited because she will turn 50 next April. The friend told the Mail: “I feel like two special milestones have come together.” Victoria is really happy. ”