Victoria Beckham has revealed plans to expand her fashion and beauty business in the Middle East after Victoria Beckham Holdings recorded its first annual operating profit since its launch nearly two decades ago.
In an interview with the Financial Times, Beckham appeared alongside the two executives leading the company’s fashion and beauty divisions as they outlined the next stage of its international growth.
Sybille Darricarrère Lunel, who joined as chief executive of the fashion business from Christian Dior Couture in July 2025, told the newspaper that the Middle East was now the company’s “second priority after the US”.
The planned expansion follows a significant financial turnaround at Victoria Beckham Holdings, which encompasses the fashion label established in 2008 and Victoria Beckham Beauty, launched in 2019.
It is the first time the group has reported an operating profit following years of losses and regular scrutiny of its finances.
Beckham told the FT that the business had recovered from its earlier problems and was now growing at what she described as a sensible pace. She also argued that, after almost two decades, consumers no longer regarded it simply as a celebrity brand.
The transformation has been driven partly by a new leadership structure. Darricarrère Lunel leads the London-based fashion division, while Lauren Edelman was promoted from global chief marketing officer to chief executive of the New York-based beauty business in January 2025.
Victoria Beckham remains the shared creative force connecting the two operations.
Although the company does not formally publish revenue figures for each division, its 2024 results indicated that beauty generated approximately two-thirds of group sales.
Victoria Beckham Beauty has expanded from three retail locations when Edelman joined in 2023 to approximately 300 locations across 15 markets. Its products include the £32 Satin Kajal eyeliner, which Beckham said now sells at a rate of one every 30 seconds.
The Middle East strategy appears likely to combine beauty distribution with an expansion of the fashion brand’s retail and wholesale presence.
Darricarrère Lunel told the FT that fashion still had considerable room to grow beyond dresses and gowns, which accounted for approximately one-third of sales last year.
Shoes, knitwear, outerwear and leather goods have been identified as priority categories, including the planned September launch of the Sloane bag.
The company has already begun expanding in the US, opening in Miami and preparing to launch a store on Mercer Street in New York. The location will bring fashion, beauty and fragrance together under one roof.
The Middle East will follow as its next major geographic focus, although the company has not yet disclosed which Gulf markets, retailers or locations it is considering.
The region represents a logical target. Dubai, Riyadh and Doha have attracted growing investment from international luxury groups, while high-spending customers and expanding premium retail developments have made the Gulf increasingly important during a difficult period for the wider luxury industry.
Victoria Beckham Holdings remains largely independent. NEO Investment Partners acquired a 30 per cent stake in 2017, with Beckham and her family retaining control.
Sales reportedly continued to grow at a double-digit rate during the first half of 2026, suggesting the company carried some of its turnaround momentum into the new financial year.
Its next test will be whether management can fund international expansion without recreating the costs that contributed to its long period of losses.
