'Why wouldn't we go to China?': Victoria Beckham Beauty CEO Sarah Creal on launching worldwide, fast

It hasn't been the best year to start a whole new venture in beauty. But Victoria Beckham Beauty has done just that, launching in September 2019 and already tackling a huge market that brands with less star power might hesitate to tackle: China.

Co-founder and CEO Sarah Creal (formerly of Estée Lauder) pointed to China's claim to have "the most advanced social media" as one of the big attractions to the region. "It will inform the rest of our digital strategy in the other parts of the world where we sell," Creal said on the Glossy Beauty Podcast. Despite retail interest, the brand is sold exclusively online.

Victoria Beckham Beauty is primarily selling skin care in China, alongside a few makeup items on Tmall, the Alibaba-owned e-commerce platform.

"We are seeing upticks in eye makeup, and that makes sense because of the mask-wearing," Creal said.

The pandemic has meant an uncertain forecast for growth in the direct-to-consumer company's first full calendar year. But sales have grown by double digits in recent months, said Creal. "And I don't see that slowing down. I only see that increasing." Three-quarters of customers have returned to make a purchase, she said.