David Beckham has been tapped to be the face of Biotherm’s men’s line, which will include a new skin-care collection co-created by the global style icon. With this new partnership, the brand aims to impact male behaviour with regard to skincare.

In addition to fronting the brand’s Biotherm Homme brand including their best-selling Aquapower Gel moisturizer and Force Supreme range, Beckham will help develop a new grooming and skin care line, announced the cosmetics brand.

Biotherm Homme bets on this partnership with David Beckham to impact male...

Biotherm Homme bets on this partnership with David Beckham to impact male behaviour with regard to skincare. Photo credit: Biotherm Homme.

"The partnership between Biotherm Homme and David Beckham is set to shift the boundaries in the men’s skincare category and reinforce our brand’s leadership," said David Fridlevski, Biotherm General Manager. "It’s the first time a male celebrity of this stature has developed a skincare collection. We’re proud to be David Beckham’s partner of choice to develop his vision of skincare, and we’re delighted to welcome him as a new brand ambassador."

It’s not the first beauty collaboration for the former professional soccer player, who has gone on to parlay his fame into a plethora of endorsement deals worth more than a hundred million over the years. In 2005, Beckham partnered with Coty to launch his first fragrance Instinct.

The Biotherm Homme collection is set to hit market in 2017.