Victoria Beckham has made no secret of her beauty business push, and now, she’s rocked her C-suite to do so.
The brand has named Katia Beauchamp, formerly co-founder and CEO of Birchbox, as CEO of Victoria Beckham Beauty.
The company said that its previous CEO, Sarah Creal, left the brand in the spring of this year. Creal confirmed her departure to WWD, though neither party released any further details.
Nance Hastings also joins Victoria Beckham Beauty as President of Alpyn Beauty, where she previously held the same role. Before that, she spent more than 25 years at Estée Lauder Cos.
“Katia and Nance’s expertise, vision and experience will undoubtedly be invaluable in helping me grow, shape and continue on this exciting journey,” Beckham, co-founder and creative director of the brand, said in a statement.
WWD Beauty Inc reported last year that the brand, after pulling out of China to focus on the US and UK markets, was expected to hit between $20 million and $22 million in global gross sales in 2022, according to industry sources. Beckham said at the time that his beauty business hit profitability 15 months after launch.
In a statement, Beauchamp said he has “admired the brand’s aesthetic, performance and mission, as well as its impressive growth trajectory. Consumers see the integrity of the products and express their enthusiasm.”
Victoria Beckham Beauty is distributed primarily through digital channels, with Violet Gray and Net-a-porter as retail partners in the United States. It is also available at the Bergdorf Goodman flagship store.
That tactic bears similarities to Beauchamp’s strategy for Birchbox, which he told WWD in 2015 focused on increasing digital sales by using a single physical location to attract new customers.
“We realized that having a physical store would significantly benefit our online business,” he said at the time.
Beckham’s businesses, as well as those of her husband, David Beckham, are said to be in good health. WWD reported that Beckham Brand Holdings Ltd., the holding company that owns her businesses, saw profits rise to £10.6m in 2020, although Victoria Beckham’s fashion business saw revenue declines for the year. tax 2020.
Beauchamp stepped down as CEO of Birchbox last year following its acquisition by FemTec Health. Terms of that deal were not disclosed.
Source: wwd.com