Londoner’s Diary
Perennial multi-hyphenate Brooklyn Peltz Beckham has added a new notch to his career bedpost. The model turned photographer turned chef has launched a hot sauce brand called Cloud23, inspired by his “journey as a tastemaker”.
“I did my research and I just felt like there was this hole in the market with luxury condiments, especially for a really good price,” Beckham told Delish magazine. Perhaps “a good price” is subjective – a bottle of Cloud23 comes in at £14.99 and will be available exclusively at upmarket grocer Whole Foods.
The hot sauce is made with organic ingredients and comes in two flavours, hot habanero and sweet jalapeno. “From a young age, Brooklyn's experiences have been shaped by global influence,” reads Cloud23’s website. “Diverse cultures inspired him to try new things, experiment, and become the tastemaker he is today”.
Beckham’s parents are full of praise for his latest venture. “We are so proud of you,” wrote David Beckham on Instagram, adding that Cloud23 is his “new favourite hot sauce”.
Before he turned his attention to the condiment world, Beckham was trying his hand at becoming a chef. In 2022 he launched a series called Cookin’ with Brooklyn, which reportedly cost $100,000 and required 62 professionals per episode to make.
Beckham still posts recipe videos on his Instagram and is famous for blowtorching a grilled cheese sandwich. His culinary ventures followed a stint as a photographer. Beckham shot a Burberry fragrance campaign aged 17 and published a photobook the following year, called What I See.
Perhaps the enduring image from that book is of an elephant in Kenya. “So hard to photograph but incredible to see,” Beckham wrote at the time.
For now, Beckham’s heart is set on sauce. He plans to create several more, including spicy mayo and hot honey. “In five years I would love to have a successful condiment brand. Maybe my own restaurant, my own grilled cheese restaurant,” he says.
