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David Beckham launches debut men’s grooming brand

/ 09:43 PM January 09, 2018

Image: Courtesy of House 99 via AFP Relaxnews

With one foot already in the fashion world, the former soccer star is branching out into cosmetics with the launch of his debut men’s grooming brand, House 99. Developed in partnership with L’Oréal Luxe, this new product line is inspired by David Beckham’s iconic style, combined with British barbershop culture and a certain expertise in crafting products for hair, body, beard and even tattoos.

Back in 2016, the L’Oréal group announced a major collaboration between its Biotherm brand and David Beckham, leading to the creation of a skincare range. Almost two years later, the former England midfielder is back working with L’Oréal Luxe, this time to design his own men’s grooming brand.

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This new global brand, called House 99, seeks to meet men’s needs while upgrading their daily grooming routine (hair, body, beard, face, tattoos). With this debut range, David Beckham hopes to provide the tools men need to create new styles and experiment with their look.

Inspired by the various styles of David Beckham, the House 99 brand is a perfect meeting of British barbershop culture and the expertise of L’Oréal Luxe laboratories. This gives rise to a range of 21 products (including beard oil, beard and hair balm, hair pomade, tattoo moisturizer, face moisturizer) with formulations based on quinoa and spirulina.

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The House 99 range will launch Feb. 1 in the United Kingdom, exclusively at Harvey Nichols, before rolling out to other retailers in the U.K. and 19 countries worldwide from March 1, 2018. Pricing is yet to be announced. JB

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TAGS: British Fashion, David Beckham, House 99, L'Oreal, United Kingdom
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