Victoria Beckham and her daughter Harper are preparing to launch a new beauty brand, with trademark filings revealing the name ‘Kind Calmplex’ for a range of products. The application, filed at the UK Intellectual Property Office in January and approved last month, was made by Delaware-based company Hiku Inc, which has offices in Los Angeles. It is thought Victoria is the driving force behind the venture, having previously spoken of plans for Harper to enter the beauty industry.
The trademark covers hundreds of products under ‘Class 3’, including soaps, perfumes, essential oils, sun products, shampoo, moisturiser, facial scrubs, self-tanning treatments, cosmetic anti-spot treatments, beauty gels, hair styling mousse and eyeliner. A separate trademark, ‘Hiku by Harper’, was filed in October 2025 and approved in February, spanning ten classes of goods such as antibacterial acne preparations, stationery, clothing and footwear.
Harper, who turns 16 next month, has reportedly struggled with her skin, which inspired the brand’s focus on teenage skincare. Speaking to the Sunday Times Style podcast in May, Victoria said: “She loves makeup and skincare. She has really struggled with her skin, but the one thing that doesn't change is that little girls love to go shopping.” She added that Harper is “very passionate and has a point of view” but is currently focused on her GCSE exams.
The Beckhams have been working on the brand for nearly two years, beginning in October 2024 with the incorporation of ‘artistic creation’ company H7B at Companies House. In March, it was reported that Harper had already done her first photoshoot for the brand. Victoria has previously said she believes her daughter will become “a beauty mogul”.
Any range is expected to target Gen Z and Gen Alpha, making it younger than Victoria’s own beauty line. The brand name ‘Hiku’ is derived from the Japanese word meaning “to pull” or “attract attention”. No launch date has been announced yet.
