The launch of Harper Beckham’s new beauty brand later this year is likely to be one of the most trumpeted in many years.
And the youngest member of the Beckham family, who let‘s not forget is still only 14, will not be doing it alone.
For I can reveal the fledgling entrepreneur will have the backing of one of the most powerful communications teams in the beauty sector – her mother’s own trusted PR agency, CGC Global.
The company, which has a team poised to handle the PR strategy and launch of the teenager’s debut skincare range, is one of the most respected in beauty communications.
Founded by Claire Goodwin, the agency has a long history with Harper’s mother, and played a key role in building Victoria Beckham Beauty into a global success story.
The move demonstrates just how seriously the Beckhams are taking what insiders believe could become one of the biggest celebrity beauty launches aimed at teenagers.
A source said: ‘Victoria is the boss and brains behind it all, but she trusts the company and what it’s done for her booming beauty brand. So it was a natural fit.’
Harper is joining some impressive company. CGC Global has become one of the most influential agencies in the luxury beauty sector, representing an enviable portfolio of brands such as Hermes Beauty, Diptyque and Glossier.
Most recently, it has been overseeing the launch of pop starlet Dua Lipa’s skincare venture DUA, while also counting as a client Cruz Beckham’s girlfriend, music producer Jackie Apostel, as her influencer profile continues to soar.
Harper Beckham’s new beauty brand will be backed by CGC Global, the same company that does her mother Victoria’s PR
CGC Global counts Cruz Beckham’s influencer girlfriend Jackie Apostel as a client
It is also widely credited with transforming Victoria’s brand from being a celebrity side project – the former Spice Girl already had her fashion line when she made the decision to diversify into make-up – into a serious player within the luxury cosmetics industry.
Launched in 2019, its success has contributed to the Beckhams’ combined £1.1billion family fortune.
Now insiders say the same blueprint is being applied to Harper’s career.
Rumours that her brand will be called HIKU by Harper are thought to be very much wide of the mark but, whatever the name, it is expected to launch towards the end of this year and the plans are said to involve producing something sleek, timeless and in sophisticated packaging.
But while Victoria’s fingerprints may be all over the strategy, family friends insist the idea itself belongs firmly to Harper.
The teenager’s entrepreneurial ambitions first emerged after she developed problems after using beauty products that were unsuitable for her young skin.
Speaking recently on entrepreneur Emma Grede’s podcast, Victoria revealed how Harper became frustrated after ‘struggling with her skin’ two or three years ago.
‘She used to have beautiful skin, but like all young girls she was enticed by beauty brands and she was putting a lot of product on her face that was not suitable for her skin and consequently ended up going to see a dermatologist because her skin was really, really bad,’ Victoria said.
Victoria says Harper told her: ‘I want to create a brand because I know what I want and I don’t want other people to have to go through what I have been through’
The experience left a lasting impression. According to Victoria, Harper told her: ‘I want to create a brand because I know what I want and I don’t want other people to have to go through what I have been through.’
Those plans are now rapidly becoming reality.
Friends of the family have previously said Harper is ‘obsessed’ with developing products specifically for teenagers and is heavily involved in discussions surrounding the range.
Sources say she has spent months of ‘work experience’ with her mother and has identified a gap in the market between products aimed at children and adult luxury brands.
‘The target market for young girls wanting to buy beauty products is getting younger and younger, so this project of Harper’s is going to do amazingly,’ one insider said.
‘This is Harper’s way of making it in the world, and she might even follow in Kylie Jenner’s footsteps and out-fortune her parents.’
The comparison may sound ambitious, but celebrity beauty brands have become one of the most lucrative sectors in modern retail.
Hailey Bieber – the daughter of actor Stephen Baldwin – launched skincare phenomenon Rhode in 2022, which was recently valued at $1billion (£749million). Kylie Jenner’s brand Kylie Cosmetics was once also valued at more than $1billion.
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Harper Beckham, 14, follows in her mother’s footsteps as she ‘plans launch of debut beauty line’
If Harper wants a taster of how things could go, she should look no further than Jackie Apostel, who has been dating her brother Cruz since 2024.
Once known primarily within music circles, Jackie has become a rising influencer, securing major partnerships with Dior, Burberry, Jimmy Choo, Pandora, Adidas, Asos, Fendi and Harrods.
Her social media following has grown dramatically and she has become increasingly embedded within Victoria’s professional world, even appearing in campaigns for Victoria Beckham Beauty.
One source previously revealed: ‘Victoria has been a massive fan of Jackie since the start and always saw her potential. She was so keen to help her become a well-known name in the industry.’
Now, it’s Harper’s turn. Sources say social media will play a significant role in the brand’s launch strategy.
Harper is expected to rely heavily on a circle of young influencer friends to help shape both the products and their promotion.
Among them is influencer Liberty Dowling, who already has a connection to the Beckham beauty empire after Victoria sent her products she later showcased on TikTok.
Harper is also said to be close to influencer Sadie Lou, who has built a loyal following thanks to her candid discussions about acne and skin confidence.
In a recent post, Sadie shared a carousel of photographs documenting her skin journey alongside the message: ‘Acne doesn’t define you.’
Those close to the project say Harper has actively sought feedback from influencer friends, asking for opinions on everything from branding and packaging to product categories and marketing.
And if Harper can successfully harness that audience, she could be sitting on a goldmine.
Something, no doubt, the shrewd Beckhams will already have noted.
