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Victoria Beckham Beauty Is Here And It's *Very* Victoria Beckham

The pop star-turned-fashion designer is launching with eyeshadow

by Tembe Denton-Hurst

When Victoria Beckham announced she'd be dropping a beauty brand earlier this year, people were thrilled. Since Beckham has been a consistent wearer of sultry, smoky looks and a fashion icon throughout the decades (Posh Spice was an entire mood), it stood to reason that whatever Beckham came up with, it would be very good and very her. And, as can now be seen with the official launch of the eponymous beauty brand launched this past Saturday, the line is indeed very Victoria.

At Beckham's London Fashion Week show, models rocked the brand's eyeshadows in the form of floating, graphic liner in a variety of hues, creating a simple but effective pop of color. It was the highlight of the makeup look, and announced the new beauty brand in a big way.

The brand is launching with eye to start—a nod to Beckham's iconic eyeshadow looks. "Victoria wanted to create the products that she herself needed in her makeup bag," the brand said of the launch in the release, adding that every product in the collection is "an authentic extension of Victoria's real-life discoveries and lifestyle." In addition to offering high-performing, clean formulas, the brand is focused on sustainability, too. The line uses minimal plastic, all shipping materials are biodegradable and are delivered in a reusable, canvas pouch.

There are currently three products up for grabs: the Smoky Eye Bricks ($54)—eyeshadow palettes with indistinguishable borders of color, kajal liners ($26 each), and Lid Lustres ($36), shimmery crystal-infused pots of pigment. As of now, there's no word on what the brand will roll-out next (apparently it's all "coming soon"), but we'll definitely stay tuned.