Victoria Beckham is her own "fussiest customer"

She told RUSSH: "When thinking about a new product, I always start with a clear idea of what's missing or could be better. From there it's a long process of testing, refining and living with the product for months.

"I'm very particular and I will not sign off on anything until it feels truly best in class. I am the Creative Director but also the fussiest customer, so it has to earn its place.

"I've always been really focused on creating formulas that perform well and look good.

"The Satin Kajal Liners are creamy, blendable, but they stay put.

"The Foundation Drops feel incredibly light but still give an even, healthy finish. It also treats the skin while you wear it, which was so important to me.

"I think people appreciate make-up that is simple, effective and feels good."

Victoria always wants her products to "genuinely make a difference".

She said: "I love the process of creating products that genuinely make a difference. Beauty has always been a part of my routine and my work, so developing formulas and shades that feel considered and modern feels like a natural extension of that."

The former Spice Girls star doesn't want to get "distracted" by following trends and would rather focus on creating "timeless" make-up and skincare products.

She said: "I try not to get distracted by every trend. For me, it's about creating products that feel timeless, elevated, and true to the brand. Everything we do has to have a clear purpose and feel like something I would actually use myself."

When it comes to her own beauty routine, Victoria keeps things as simple as possible and always uses her own products.

She said: "I keep my routine pretty simple, especially in the morning.

"I start by cleansing with my Daily Cleansing Protocol, then I apply my Cell Rejuvenating Illuminator which acts as the perfect base.

"For make-up I focus on the essentials. I fill in my brows with Babyblade in Medium Brown and set them with the Crystal Clear FeatherFix, smudge a bit of Satin Kajal Liner in Cocoa along my lash line, and add a few coats of Vast Lash mascara.

"I finish with my beloved Lip Definer in 02 and a touch of Posh Balm in Fleur.

"For the cheeks I like to add a few drops of Colour Wash in Flushed to give a healthy glow."