Beauty / news
Victoria’s Secret Ties Fashion Show to Beauty and Skin-Care Push
Victoria’s Secret is using its annual fashion show to spotlight a broader beauty expansion and its first skin-care partnership, with beauty president Amy Kocourek leading the effort ahead of the 2026 show.
The runway event will bring at least 22 models and four celebrity musical acts to the stage, giving the lingerie brand a high-visibility platform for fragrance and beauty messaging. Kocourek, president of Victoria’s Secret & PINK beauty, has said the show’s fantasy and glamour had not previously been matched by a beauty offer for customers.
Kocourek joined Victoria’s Secret in March last year after three years as chief merchandising officer at Kendra Scott. Her prior roles include EVP at Kohl’s, 12 years at Gap and executive positions at Hot Topic and American Eagle. She began building a plan to use the fashion show to support beauty and fragrance sales in 2026.
Victoria’s Secret’s core customer is 25 to 45 years old, while the PINK line reaches 18- to 24-year-olds. Around half of its shoppers buy beauty products alongside apparel and intimates, a figure the company sees as room for growth.
The retailer is promoting the beauty expansion alongside its first-ever skin-care partnership, though the partner has not been detailed. The annual fashion show returns on Sunday.