British sports star David Beckham has entered the UK skin care market with the launch of a new grooming range House 99, created in collaboration with L’Oreal Luxe.
Following his wife Victoria Beckham into the beauty industry, Beckham has created 21 products for the skin, hair, beard and body, which will launch exclusively into Harvey Nichols on February 1, 2018, before rolling out across the UK and 19 other countries in March.
Having long been an advocate of male grooming, Beckham’s range is said to challenge perceptions of masculinity.
Beckham stated, “I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so.
“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.”