VICTORIA
BECKHAM
BEAUTY

A woman with short brown hair and light skin poses against a pink background. A Victoria Beckham Campaign

AUTHENTICITY UNVEILED

One of our largest projects to date for one of our favourite clients, incorporating multiple team members and partners, Victoria Beckham and her beauty team approached SG Cartel to support them across a number of ongoing needs, including defining the overall brand positioning, revising the logo to create a dynamic design system, updating fonts, colors and art direction, creating brand guidelines, designing and supporting fabrication of retail displays for a number of luxury department store partners as well as packaging & collateral design, sampling design and a unique elevated POS experience for their beauty counters across the globe.

In tandem with this, SGC partners K-Studio, worked with famed photographer Steven Klein to concept and shoot the launch campaign for the new Victoria Beckham Fragrance range which launched in September of 2023. Brand positioning, updated branding, guidelines, retail display all needed to coordinate with the launch to ensure visual symmetry and alignment at the same time. 

This project was started for VB Beauty with key elements rolling out across VB Fashion.

Brand Guidelines
Brand Positioning
Style Guide
Brand Graphic Design
Art Direction
Campaign
Visual Merchandising & Retail Display
Digital Direction
Packaging Design

SGC TEAM:
David Boxser
Natalee Ranii-Dropcho
Alex Bones
Stuart Hall
Alex Molyneaux


PARTNERS:
Work By Holiday
K-Studio
Sheridan & Co
Imprimerie du Marais
Internal VBB team.

A woman with dark hair in a tight bun, wearing a black blazer with shoulder pads, a lace top underneath, patterned lace pants, and a long gold necklace with a pendant. She has red lipstick and intense eye makeup. Victoria Beckham Beauty.
Portrait of a woman with long wavy brown hair and light makeup, smiling gently at the camera.

“Working with SGC felt like getting the varsity team of strategic creatives. Everyone is engaged and cares, takes the time to really learn about the brand, and brings a point of view informed by the brand, the market, and their experience. Because the caliber of talent is so strong, the collaboration process itself is an inspiring experience. We've used this work as the foundation of strengthening our brand and come back to the work regularly for both internal and external stakeholder execution.”

Katia Beauchamp
CEO, Victoria Beckham

Advertisement posters for Victoria Beckham Beauty featuring models with bold blue eye makeup and a blue eyeshadow product displayed.
Close-up of two women with minimal makeup, one with dark hair and the other with lighter skin, promoting Victoria Beckham Beauty with the text "NUDE, Improved" overlaid.
Design template for Victoria Beckham Beauty including color swatches of black and white, a sample text in JHA Times Now font, and a sample text in Untitled Sans font, with sections indicating their use for branding and presentation purposes.
Text on a white background explaining the purpose of Victoria's industry, highlighting her dedication, standards, and legacy in makeup artistry.
Typography layout for BABYBLADER BROW PENCIL, detailing product features, pricing, and font styles, with red annotations for specifications and descriptions.
Text on a white background describing how the company delivers pure excellence through clean formulation, top shelf performance, and aesthetic essentialism.
Screenshot of Instagram Stories templates with placeholder images and text, showing different aspect ratios and dimensions for social media posts.
Text reading 'PURE EXCELLENCE' with two smaller sections of text below, on a light background. Victoria Beckham Beauty Guidelines.
Slide presentation about the SATIN KAJAL LINER with three sections: an advertisement featuring an eye with eyeliner, a social media post showing a close-up of a person's eye and makeup, and a product card displaying the eyeliner pen priced at £4.00 available in 16 shades.
Website homepage for Victoria Beckham featuring a close-up of a woman with groomed eyebrows and a dark top, promoting a new brow gel product.
A woman with short natural hair and gold eye makeup on the left, and a smartphone displaying an online beauty product store page on the right.
Mobile screens showing Victoria Beckham beauty product page for Feather Fix hyaluronic lip gel in three views: product image, close-up of woman's face, and product options with color swatches and subscription details.
Three makeup product images featuring Victoria Beckham Beauty, including a lip gloss wand with a swatch, a close-up of an eye with gold eyeshadow, and a pink eyeshadow swatch on a white background.
Close-up of a woman's face with natural makeup, dark eyebrows, and long eyelashes. The right side shows a promotional image with black and white photos of mascara and false eyelashes, featuring text about Victoria Beckham Beauty's Future Lash Mascara.
A woman with smooth skin and dark hair styled back, wearing a black leather neck collar with a slit, against a light background.
A black mascara wand with black mascara being applied to a white background.
Fashion website homepage featuring black-and-white and color images of Victoria Beckham in stylish black outfits, with text describing her fashion standards and brand philosophy.
Image of Victoria Beckham Beauty Miami-Proof Makeup products including VAST LASH mascara, FUTURE LASH, CHEEKY POSH CREAM BLUSH STICK, and EYEWEAR SHADOW STICK, with descriptive text about each product.
A lip product stick labeled 'POSH SPICED LIPS' with a swatch of matte brown lipstick beside it. Text describes it as a mid-tone ginger for fuller, smoother lips with a rich, buttery shine and a light-as-air wear.
Beauty product advertisement featuring a brown contour stick with the text 'Sculpt & Detail Like a Pro. No Pro Skills Needed.' The stick is labeled as Victoria's Contour Stylus Shade: Sandstone and the brand is Victoria Beckham.
Close-up of a dropper applying a golden skincare serum with promotional text below: 'More lift, less lines. More radiance, less redness. More results, less time.'

As a lifelong beauty obsessive who, over 25 years as a singer, style icon and fashion designer, learned the industry inside out from some of the world’s best stylists, Victoria Beckham is more qualified than most to found a beauty brand.

However, four years after launch, Victoria Beckham Beauty was still known more for her fame than for it’s genuinely market-leading quality and best-in-class approach to clean, ethical beauty.

SG Cartel was tasked with a root and branch evolution of the brand’s design, look and feel. We created a brand positioning that extrapolated Victoria’s reputation for hard work and an uncompromising desire for quality into ‘the Victoria Standard’: A driving mission for the company to deliver pure, industry-defining excellence across the board because that’s what she - and her audience - demand.

Distilling Victoria Beckham’s public persona into a positioning designed to make her beauty brand more famous for its quality than her celebrity, we summarised this uncompromising quest for better than the best in the platform line ‘Good. Better. Best. Beckham.’.
By creating an architecture that made a clear distinction between Victoria herself and the Victoria Beckham Beauty brand, we were able to create a useful dynamic between the two. By giving Victoria the ‘straight’ role of the driven Creative Director, we would always use her serious beauty expertise to reinforce product quality at every stage. However, by establishing the brand tone of voice as an ‘avid insider’ we gave it license to manifest the playful self-awareness and dark humor Victoria is known to love while drawing back the curtain on everything it takes for her team to achieve her creative vision.
The result is a brand built in the image of its founder, with the confidence to establish its genuine credibility on its own terms.
Good, Better, Best, Beckham has now become a family motto, used often by the Beckham family outside of just Beauty.

Victoria Beckham Beauty and cosmetics store display with mirrors, makeup products, and digital advertisements.

RETAIL

In tandem with the brand positioning, SGC concepted and rendered new retail spaces to go into a number of luxury partners, including Bergdorf Goodman (NYC). Selfridges (London), La Samaritaine (Paris), Neiman Marcus and the Victoria Beckham Beauty owned retail space in Dover Street, London.

Taking cues from Victorias own home in Holland Park, we worked to create a modular system that could adapt no matter the placement. Utilizing luxury materials, such as mahogany, peacock and Belgian blue marble, as well as travertine and cement, we imbued the Pure Excellence aesthetic into the work, while maintaining a raw edge synonymous with Victoria herself.

With Victoria entering a new category with fragrances it was imperative to provide a dedicated space for the three launch fragrances to shine.

Design board showcasing soft tones and illumination with various marble textures and materials used in interior design. Includes images of lamps, a boutique space, stone and metal accents, and sample material swatches.
Rendering of a marble display counter with illuminated drawers, product display shelves, and a sculptural angled mirror concealing the paypoint, constructed from black marble with detailed annotations.
Design plan of a makeup or cosmetics display shelf with various compartments containing makeup products, with measurements in millimeters marked across the top and bottom.
Makeup display with various eye shadows, lipsticks, eyeliners, and brushes on a white slotted stand.
Top-down view of a modern, minimalist office or workspace with a marble floor. There is a black and white patterned desk with three cups, a clock, a tablet, and various small objects. Adjacent to the desk, there is a white cabinet or counter. On the right side, there is a white desk with two green chairs, a computer monitor, and office supplies. The overall design is sleek and contemporary.
Display of makeup products on a black marble table, including eyeshadows, lipsticks, and eyeliners, with small white name tags, in a shopping or cosmetic store setting.
Victoria Beckham makeup counter in a department store with mirrors and lighting, featuring a large black and white photo of Victoria Beckham on the side panel.
Display of various skincare or perfume bottles on a wooden table inside a shopping mall or high-end retail store.
A large, black, round table with the letter 'B' embossed on its surface, situated in an indoor space that appears to be a lounge or waiting area.
Display of various makeup products, including lipsticks and eyeshadows, on a store counter with a mirror and bright lighting.
Empty smartphone screen with a black background.
Empty smartphone screen with a black display and white outline.
Open black box displaying skincare product samples and informational cards on a light surface.
Two black books titled 'Victoria Beckham' with one larger and one smaller, placed on a white surface with shadows cast to the right.

PACKAGING

Whilst most packaging was still managed in house, SGC was tasked with creating influencer sets and sampling opportunities. Product needed to maintain brand while being architected to both provide enough samples to get a cohesive sense of the brand’s flagship as well as new products. The new sample sets were so pupular, they are now sold directly on the Victoria Beckham Beauty website.

Victoria Beckham skincare products arranged on a light gray surface, including two black tubes, a white box, a white tube, and a mascara wand.
Swatch samples of Victoria Beckham makeup products, including concealer and lipstick shades, displayed on a gray background.
A white card with black text displaying 'Victoria Beckham' underneath a note about a collection. Next to it, a black marble-patterned card with gold text, partially covering a white card beneath.
Photo of two white boxes with sample product cards, one box closed and the other open with cards inside, on a white surface.
Outline of a smartphone with a black screen, showing front view with rounded edges and a small chin at the bottom.