Victoria Beckham Beauty opens US pop-up to celebrate fourth fragrance launch

Victoria Beckham’s eponymous beauty brand has unveiled a US-based pop-up to promote its fourth fragrance launch.

The three-room “dreamlike” activation at the High Line in New York showcases how Victoria Beckham Beauty’s 21:50 Rêverie fragrance came to be.

Narrated by the entrepreneur via speakers, Beckham explains how the scent is inspired by a trip she took to Java, Indonesia, with her husband, footballer David Beckham.

During an open-air dinner, David lit up the landscape in Java as the clock turned 21:50.

“He surprised me by lighting tea lights in the rice fields all around us, so these twinkly lights [in the pop-up] represent the tea lights in Java,” Beckham said in an Instagram post.

A larger-than-life sculpture of the 21:50 Rêverie bottle, fragrance samples and campaign imagery shot by American photographer Steven Klein is featured within the space.

As well as an in-depth olfactive discovery through the fragrance’s key notes of gourmand vanilla, cedarwood and tonka bean.

Visitors can also write a personal note and add it to the 21:50 Rêverie manifestation wall.

Beckham’s beauty brand broke into the fragrance category last year with a collection of three genderless scents – Portofino ’97, Suite 302 and San Ysidro Drive.

“21:50 Rêverie Sensory Immersion [is] a dreamlike, multi-sensorial experience devoted to my newest fragrance,” said Beckham.

“Awaken every sense as you indulge in its entrancing scents, sights and sounds.”

Victoria Beckham Beauty’s 21:50 Rêverie activation is open until 24 Oct.

Beckham’s transition from pop star to fashion designer and beauty mogul is now the subject of a new Netflix documentary.

The former Spice Girl founded her namesake beauty brand with industry veteran Sarah Creal in 2019, starting with cosmetics.

She then broke into skin care via a collaboration with luxury brand Augustinus Bader.