View from the Vanity: Victoria Beckham Beauty’s Vulturous Turn?

Welcome to the first installment of View from the Vanity! Sometimes we need a space where thoughts can flow freely among a community without needing to center discussions solely around a product review – so I’m creating one. My hope is that this will be a place to chat about and critique the culture, controversies, and capital/commerce within the beauty industry, maybe even coupled with hot takes from time to time. Let’s be honest, when you’re as steeped in beauty to the degree that anyone here is, we’re going to have some opinions to share! I’d love to hear your feedback on this concept both now and going forward so that it’s equally shaped by you.

This post stemmed from feeling a very specific – and unwelcome – shift from one of my favorite brands, Victoria Beckham Beauty (VBB).

It might make most sense to start from the beginning. I’ve always enjoyed Victoria Beckham’s makeup aesthetic and subsequently her approach to cosmetics product design, including her collaborations with Estée Lauder. Those were released at a time in my life when it didn’t make sense to own even a small piece of luxury, but the packaging was undoubtedly delicious.

That being said, when VBB launched in 2019, I was not going to miss out and immediately jumped in the (digital) line to try the Satin Kajal Liner and Lid Lustre, both of which I still love to this day. I enjoyed them so much that as soon as the brand started expanding into other offerings, such as cheek, lip, and complexion products, I didn’t bat an eye to try those either. There had been some snafus along the way for sure, such as the initial bronzer release where the compacts had a flaw resulting in them either not completely closing or being very difficult to force to do so; however, the customer service was so great that there was no overall issue.

Satin Kajal Liner

If you’ve seen my prior VBB eyeliner review, you’ll know how much I love this product (and have actually added a couple more to the collection since then). The only complaint I had communicated to the brand was regarding the rising cost of the Satin Kajal Liners. They originally retailed for $26, and though the cost rose over time unannounced, they later introduced a sustainability option to exclude a sharpener for a savings of $2. In 2023, this option was removed resulting in each liner costing a flat $30 – a dollar increase for each year, I guess? – and I messaged the brand to check if there was some kind of issue on my end. Unfortunately not, with the brand confirming that excluding the sharpener no longer provided a savings. At that time, I mentioned directly that it was really a shame to change this practice and that I hoped they would reconsider since we were technically now receiving less for the same price. Oh, if we only knew what road this would eventually take…

Smoky Eye Brick to Eye Wardrobe

In early 2025, the Smoky Eye Brick was discontinued and replaced with the Eye Wardrobe, which did a couple of things: 1) updated the compact and 2) updated the pans themselves, from being one large pan to instead being individual pans within a refill. This seemed like a normal evolution given both customer feedback on the color stories (though I did love and still own Tuxedo) and the similar compact issues while still retaining its luxurious tortoiseshell motif. It certainly didn’t feel like a downgrade either considering the slow but consistent release of additional color stories in the new style. Everything felt intentional.

Cell Rejuvenating Priming Moisturizer to Cell Rejuvenating Illuminator

Later in 2025, the Cell Rejuvenating Priming Moisturizer was reformulated (and subsequently rebranded) to be the Cell Rejuvenating Illuminator. While I really enjoyed this product, it is one that I had enough of so as not to feel panicked while continuing to try other alternatives and moreover still didn’t signal an overarching shift to me as a consumer. As someone who hasn’t yet tried the new version, really the only thing I noticed was that it no longer contained the signature tortoiseshell cap but instead aligned to the black and blue branding of the concealer pen (and soon after the foundation drops) in collaboration with Augustinus Bader. With all of the reformulations we’ve experienced over the last couple of years, especially due to EU regulation changes, it perhaps mildly disappointed me since it was such a hero product but certainly didn’t faze me.

Posh Gloss

Except then we entered 2026. First came the seemingly sudden Posh Gloss reformulation and packaging change, and this was really the first one that I felt somewhat impacted by, as Bikini has lived in my vanity for years at this point. Once it was confirmed by reviewers I personally trust that there was no discernible difference in feel or effect, I was able to shift my concern around formula to irritation around packaging that again the tortoiseshell motif was removed. It’s now instead sporting a pretty standard looking off-white cap, expelling some of the unique essence of the brand that made the entire experience feel special. With this being the third relatively recent change for a slower releasing brand, the shift was finally taking purchase in our minds.

Cheeky Posh to Blush Stylus

Next was blush. The original Cheeky Posh Blush Sticks similarly had the lovely tortoiseshell packaging all the way through the component and were similarly weighted. These were never my favorite formula, but I did enjoy some of the later shades released in the product line. However, as with the Posh Gloss, there was no warning that this would soon be discontinued upon the disastrous Blush Stylus launch. Why disastrous? Because this is when it started to feel outright offensive. Cheeky Posh contained a pretty standard amount of product at 5.0 g; Blush Stylus, on the other hand, contains less product than a standard eyeshadow stick, holding just 1.0 g. (Yes, really. Laura Mercier and Bobbi Brown eyeshadow sticks contain 1.6 g and 1.4 g of product, respectively.) It also comes in the same plain, off-white packaging that now matches the Posh Gloss cap. The change was immediately noticed – and commented on – by seemingly anyone familiar with the blushes.

Lip Definer

That brings us to just the end of last month, when the “newly designed” lip liners were released. There was supposedly no change to the formula, but there was similarly a massive reduction in product from 1.14 g to 0.65 g while retailing for more! The new pencil is legitimately so small (essentially a mini) that the “redesign” was so that you can put the cap on the back end of the liner to actually hold it… how fancy.

Turning Point

It’s specifically the last two releases that have longtime fans of the brand reconsidering where to use their funds – not because of the item costs themselves per se but rather because we know what our money used to get us – especially within the current economy where the cost of goods and services have so significantly risen that the dollar doesn’t go nearly as far for everyday items, let alone luxury cosmetics.

I may have favorite brands as everyone does, but to be clear: I am no brand loyalist, nor am I under any illusion that people purchase from luxury brands to get the most material value for their money. That value does come in other forms though, specifically in the daily experience of interacting with the product, all the way from packaging, application, and touch-ups during the day through to washing your face at the end of the night.

This also doesn’t feel like standard “cost of goods” increases (though that could be a whole other topic) – it feels like downright fleecing. Consumers can take a lot in stride, particularly when they have their irreplaceable favorites, but one thing that will never go over well is people feeling disrespected.

The below tables outlines the cost and product amount change that the products have taken over the years, including launch, at time of reformulation and/or repackaging, and today (the latter two for comparison at effectively the same point in time).

Table 1: Product Information at Launch

Product	Amount	Price	$/Unit
Satin Kajal Liner	1.2 g	$26	$21.67
Smoky Eye Brick	8.5 g	$54	$6.35
Cell Rejuvenating Priming Moisturizer	30 mL	$95	$3.17
Posh Gloss	4.0 mL	$28	$7.00
Cheeky Posh	5.0 g	$42	$8.40
Lip Definer	1.14 g	$24	$21.05

Table 2: Product Information at Reformulation/Repackaging

Product	Amount	Price	$/Unit
Satin Kajal Liner	1.2 g	$341	$28.33
Smoky Eye Brick	8.5 g	$60	$7.06
Cell Rejuvenating Priming Moisturizer	30 mL	$80	$2.67
Posh Gloss	4.0 mL	$28	$7.00
Cheeky Posh	5.0 g	$42	$8.40
Lip Definer	1.14 g	$32	$28.07

Table 3: Product Information at Current Time

Product	Amount	Price	$/Unit
Satin Kajal Liner	1.2 g	$35	$29.17
Eye Wardrobe	7.0 g	$762	$10.86
Cell Rejuvenating Illuminator	20 mL	$80	$4.00
Posh Gloss	4.0 mL	$33	$8.25
Blush Stylus	1.0 g	$40	$40
Lip Definer	0.65 g	$35	$53.85

Why the Changes?

Anyone outside of the company can only speculate as to why all of these changes are coming through and at such drastic measures. However, this BBC article may shed some light, as the Victoria Beckham brand as a whole (fashion + beauty) has just turned its first profit, apparently driven in large part by the beauty part of the business.

Anyone can understand business changes being implemented as necessary restructuring, cost reductions, etc. However, Victoria Beckham’s primary audience is not unintelligent, nor should anyone working there assume that to be the case. There comes a point where adjustments become egregious, and we’ve definitely crossed that line in my opinion.

What’s Next?

This may come across as a relatively scathing opinion in some parts, but I also won’t be apologetic about it. If brands are trying to be deserving of our money, then they are equally deserving of honest and direct – but not rude – feedback.

I love Victoria Beckham Beauty. I hope that they make strides to reposition themselves in a way that I will continue loving them. At this current moment in time though, I’m taking a gentle step back and watching warily for their next steps.

(And in the meantime, if you have any Satin Kajal Liner alternatives… please feel free to send them my way in case I have to mourn my beloved.)