Victoria Beckham says daughter Harper, 15, pleaded for a perm but she's said no after her own hair disaster

She has poured £2million into funding her teen daughter Harper's beauty brand - but Victoria Beckham has refused to let her fulfil her other wish - to get a perm. 

During an interview with Jenna Bush Hager, 44, and Sheinelle Jones, 48, on TODAY on Tuesday, Victoria, 52, revealed she just won't allow it. 

Showing a picture of when she had a perm in the 80s, Victoria said: '[Harper] made two PowerPoint presentations. 

'One, she wanted a beauty brand, and these are the reasons. No. 2, she wanted a perm. She wanted to perm her hair.

'I said, '"Listen, wait till you're older, we'll talk about that for the beauty brand, but no to the perm".' 

Victoria also said: 'Like with all of our children, we support their dreams. I had no idea [perms were in fashion again]. But no, you don't want a perm.' 

Back in 2017, Victoria wrote an open letter to her 18-year-old self for British Vogue in which she addressed her past hair choice. 

She wrote: 'Your complexion will sort itself out (in fact you will launch your own make-up brand); as soon as the eighties are over, your perm will die down, and your weight will settle itself.'

Harper has followed in her mother's footsteps with dreams of launching her own beauty collection, with Victoria sharing that her daughter showed huge ambition from an early age. 

The Daily Mail previously revealed that H7B, which is a play on her full name Harper Seven Beckham, was set up in October 2024 when she was 13 years old.

The plan is to launch her skincare for teenagers brand, Harlo by Harper, at some point towards the second half of next year, likely after Harper sits her GCSEs in May and June. She turns 16 in July.

Victoria gushed that Harper has always enjoyed 'sitting in' on her product meetings since she launched her own makeup brand in 2019.  

She added: 'Harper loves beauty and skincare, ever since she was little.

'She's been on my lap while I had my hair and makeup done. She loves sitting in product development meetings with me.'

Adding that Harper has a 'passion and a dream,' Victoria did note that she wants her daughter to focus on her upcoming exams before their beauty business is launched. 

She added: 'She's young. She's in school. She's about to take her exams.'

Sources told The Daily Mail that Harlo has 'nothing to do with' Victoria Beckham Beauty and will be run as a totally separate and independent entity, meaning the investment is a serious bet on Harper's ability to sell.

As things stand, in accounts from October 2024 to December last year the company owes creditors a total of $3,387,000. That amount will fall due 'within a year'. 

Listing its activities as 'brand creation' the accounts note that the 'amounts owed by group undertakings' are more than $2.8million, which would seem to indicate that it has borrowed a large sum of money.

Unusually, figures on the Companies House balance sheet are all given in dollar values. Lawyers acting for Victoria have sought to trademark the name 'Harlo' in the US. 

The first indication that Harper was to join her parents, whose joint net worth reportedly exceeds $1billion (£757million), in business came in October 2024 when Victoria was launching a new perfume in New York.

Asked to share her hopes for the future on a piece of notepaper under the words 'my reverie' – the name of Victoria's new scent – the then 13-year-old wrote: 'To create an amazing brand when I am older.' Victoria shared the note on Instagram to her 33million Instagram followers.

As we now know, that was the month when her H7B business was set up at Companies House. In the months that followed, attempts to trademark the name Haiku by Harper failed and it is now being called Harlo.

It's said that the teenager is using her mum's team of experts to work with her to develop a range which will include a cleanser, toner, some light moisturiser and possibly lip balms.

Earlier this year, Harper took some time off school to follow her mother on a business trip to New York, where she went to events connected to her mother's launch of a range with Gap and a perfume launch.

Speaking on Emma Grede's podcast earlier this year, former Spice Girl Victoria said that Harper's proposed brand was all her own idea after other skincare brands caused the youngster to develop acne. 

'She came to me two or three years ago and she was really struggling with her skin,' said Victoria.

'She used to have beautiful skin but, like all young girls, she was enticed by beauty brands and she was putting a lot of product on her face that was not suitable for her skin and consequently ended up going to see a dermatologist because her skin was really, really bad. 

'[Harper] said, "I want to create a brand because I know what I want and I don't want other people to have to go through what I have been through".'

Apparently there are ambitions for Harper's brand to rival Hailey Bieber's Rhode Beauty.

Victoria's holding company – which comprises both the fashion and beauty businesses – made an operating profit of £7.3million in the year to December 2025, a huge improvement from the previous year's figure of a £1.5million loss.

The fashion business alone made an operating profit of £1.5million.

But the full position which is that after tax the fashion business actually made a loss of £1.7million.

What's more, the full accounts also show that there was a new loan to the fashion business of £1.5million. 

Sales of fashion are indeed booming, reveal the full accounts at Companies House, but the cost of sales is still absolutely sky high and stands at £17.5million for the fashion business which is actually an increase on the previous year. The fashion brand also owes £59million to creditors.

When you include the makeup and beauty brand the figures look better. Victoria Beckham Holdings made an operating profit of £7.3million, and after tax made a profit of £2.4million.

The Beckhams' oldest son Brooklyn famously said in an Instagram post in January this year that his parents had exploited him and put the needs of the Beckham brand ahead of family life. He also complained that they had tried to split him and wife Nicola Peltz up.