David Beckham has expanded his brand empire into the growing men’s grooming market with a new line of hair and body products developed in partnership with L’Oréal Luxe labs.
The complete HOUSE 99 collection offers 21 hair, skin, beard and body products based on Beckham’s own grooming routine and will be rolled out to British retail stores, and across 19 countries, from 1 March. Harvey Nichols will stock the range exclusively from 1 February.
Former footballer and style icon Beckham has been a leading influencer in men’s fashion and grooming since the 1990s, encouraging men to be more experimental and individual in their style.
“I’m so excited to finally share HOUSE 99 with everyone around the world! For me, grooming is not only about how you look, but how you feel. It’s about being comfortable, trying new things and shaping your next look. I created HOUSE 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so. House 99 is here to support men, to give them the tools they need to create whatever look they are going for,” Beckham said.
The formulations of the products have been chosen for their health-boosting properties with quinoa and spirulina forming the heart of the products. Beckham and L’Oréal Luxe labs have spent two years developing the line with Beckham playing an active role in all development from testing in the L’Oréal Luxe labs to picking product names, fragrances and logo designs.
HOUSE 99 (the name reflects Beckham’s desire to create a community around the brand and commemorates the year he married wife Victoria and first son Brooklyn was born) will also create a club where members can register for exclusive content and membership privileges, and share their own looks with the brand via its Instagram account @house99.
Beckham’s other ventures include a stake in British heritage menswear brand Kent & Curwen and a range of men’s fragrances. Wife Victoria has her own luxury fashion brand, which recently received a £30m cash injection from Neo Investment partners, a successful make-up collaboration with Estée Lauder, a sportswear collaboration with Reebok and is rumoured to be exploring the beauty and skincare market.