Fans in Canada and the United States spotted Brooklyn Beckham's latest Instagram selfie, which shows his once‑prominent tribute tattoo to his mother Victoria almost completely covered.
The budding chef, 27, had "mama's boy" inked over his heart in 2018 to commemorate the former Spice Girl and esteemed fashion designer, Victoria Beckham, 52.
The Beckham brand, which includes clothing lines and fragrance collections, remains a staple on Canadian department store shelves and in US retail outlets, so the family drama continues to attract North American interest. Similar to other high‑profile North American celebrities who have altered family‑related tattoos, Brooklyn's changes reflect a broader trend of personal branding adjustments.
However, the hot sauce entrepreneur has publicly distanced himself from Victoria and his football legend father David Beckham, 51, in recent years, calling them "controlling" and "performative" in a blistering statement in January.
Brooklyn Beckham took a savage swipe at his mother last year by getting a tattoo of his wife Nicola Peltz's bridal bouquet over the "mama's boy" inking.
In a shirtless photo he posted on Instagram on Wednesday, fans could see that the original 2018 inking had almost completely faded and been obscured.
Family tattoo history
Brooklyn Beckham has also covered other family tattoo tributes amid the Beckhams' highly publicized feud.
He erased a large anchor with the word "Dad" on his upper right arm, as well as a design with the date 1975 in reference to the England legend's birthday.
The anchor tattoo is now partially covered with a series of shapes and a star.
It also appears as if he has lasered a handwritten inking which says, "love you Bust," using the nickname David gave him as a boy. The writing appears to be faded and less legible than it was several years ago.
Brooklyn Beckham still has his "brotherhood" inking on his right leg, matching the ones his brothers Romeo Beckham, 23, and Cruz Beckham, 21, got in 2023, as well as a ballerina tattoo on his calf in ode to his younger sister Harper Beckham, 15.
The former photographer is said to have around 100 tattoos - with around 70 of them dedicated to Nicola and her family.
Brooklyn Beckham claimed family relations became strained around the time of his original 2022 wedding to Nicola.
Recent commercial and public reaction
He has covered up his 'mama's boy' tattoo on Instagram.
He has not spoken to them for more than a year and in January, he issued a blistering, multi‑page statement to say he was cutting them off.
He accused his "controlling" parents of trying to "ruin" his marriage to Nicola and being all about the public narrative and "Brand Beckham".
He accused Victoria of pulling out of making Nicola's wedding dress at the last minute and dancing "inappropriately on him" at the wedding.
He also criticised his father David, claiming that despite travelling to the UK for David's 50th birthday, repeated requests to meet beforehand were ignored.
The influencer claimed he was eventually offered a meeting on the condition that Nicola was not invited.
In June, he appeared to mock his family feud in a DoorDash commercial.
He said in the commercial: "You're probably wondering why I'm watching the FIFA World Cup 2026 from home. It's not like I don't have tickets. Um… it's because… it's a long story."
His remarks were branded "distasteful" by his fans, with some claiming he was "cashing in" on his father's work.
Sources claimed his parents were "inconsolable" over the campaign with the US food delivery company and "shocked" that he would treat their rift as a "joke".