Beauty ads have long been sources of unachievable aspiration, idolizing youth and inevitably shaming anyone who exists outside their rigid idea of beauty. The supple-skinned models in these images alienate large swaths of women — particularly, those who show signs of natural aging (a beautiful thing, mind you). So when Victoria Beckham started her makeup line at 45 years old, she was on a mission to change this narrative.
In her cover story for autumn/winter 2019 issue of Glamour UK, the designer opened up about how starting her business helped her embrace aging. In the campaign images for Victoria Beckham Beauty, which launches this month, Beckham insisted on minimal retouching. And on her Glamour cover, the mom of four puts her wrinkles front and center. “What’s real and what’s not has become so blurred with Photoshop,” Beckham told the magazine. “I believe people want to see pictures that are real. I want to tell people to own who you are. Yes, we – and I – have wrinkles, and that’s OK!”
Beckham continued: “I also hate seeing the words ‘anti-aging’ and ‘anti-wrinkle’ [on products] – what is that about? It should just be about having the best skin you can have.” These words, if fact, have a direct effect on how women views themselves. Mounting research shows that women are starting to turn to “anti-wrinkle” products younger and younger and that women as young as 25 years old admit that they “regularly” worry about signs of aging.
Not only is her brand inevitably helping other women feel confident in their skin, Beckham has also found a new strength within herself. “There’s something really liberating about embracing who I am at 45 years old and owning it, feeling confident, feeling content. Doing beauty has really helped with that – it’s been very liberating,” Beckham said. “I want to spread the word that everybody should feel like the best version of themselves. To look after what you have.”
Victoria Beckham Beauty currently consists of eye pigments and liners, available online from $26 to $54, but will soon launch other categories such as lips and skin. It’s her first solo beauty venture since her collaboration with Estee Lauder in 2017.
You can see more of Beckham’s gorgeous, unretouched skin in the new GLAMOUR UK, available on newsstands and via digital download on September 19.