After collaborating with Estée Lauder on not one, but two mega-successful makeup lines, Victoria Beckham is branching out on her own and launching Victoria Beckham Beauty, a pure digital native brand, according to WWD. The line, which will be sold on Beckham’s personal website, will also have a wellness component, and a goal to make women feel “confident and strong in every aspect of their lives.”

Beckham told WWD:

Like she does with her clothing line, Beckham said she plans to promote the beauty line on social media, by speaking directly with her fans and consumers. Victoria Beckham Beauty will be based in New York and headed by cofounder and chief executive officer Sarah Creal, who has worked with Prada and Bobbi Brown in the past, and also on the Victoria Beckham x Estée Lauder capsule collection.

There’s no word yet on what Victoria Beckham Beauty’s focus will be (skin care, color cosmetics, body care, etc.) but whatever it is, we know that the line, which is set to launch this fall, will be impossibly chic.