Prime Highlights
- Victoria Beckham plans to expand her fashion and beauty business into the Middle East after reporting the group’s first-ever annual operating profit.
- Fashion CEO Sybille Darricarrère Lunel called the Middle East the company’s “second priority after the US” for growth.
Key Facts
- Victoria Beckham Holdings includes a fashion label launched in 2008 and a beauty line launched in 2019.
- Lunel joined the company from Christian Dior Couture in July 2025.
Background
Victoria Beckham has announced plans to grow her fashion and beauty business in the Middle East, after Victoria Beckham Holdings posted its first annual operating profit since the company launched nearly two decades ago.
Speaking to the Financial Times alongside the two executives leading her fashion and beauty divisions, Beckham laid out the next phase of the group’s international growth strategy.
Sybille Darricarrère Lunel, who became chief executive of the fashion business in July 2025 after joining from Christian Dior Couture, told the newspaper the Middle East is now the company’s “second priority after the US.”
The expansion plan follows a major financial turnaround for Victoria Beckham Holdings, which includes the fashion label founded in 2008 and Victoria Beckham Beauty, launched in 2019. This marks the first time the group has reported an operating profit, following years of losses and close scrutiny of its finances.
With the fashion and beauty divisions now under dedicated leadership, the company appears to be shifting from a period of financial rebuilding toward targeted international growth, starting with a deeper push into Middle Eastern markets.
