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.

Inspired by the British barbershop culture, David Beckham's first global...

Inspired by the British barbershop culture, David Beckham’s first global grooming brand is called House 99. ©Courtesy of House 99

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.

This new global brand 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 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.

David Beckham launches his own men's grooming brand. Photo: © Courtesy of...

David Beckham launches his own men’s grooming brand. Photo: © Courtesy of House 99

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