Last year it was reported that ex-footballer David Beckham had inked a deal with L’Oréal to create a men’s grooming line that will be released in February.
We’ve been working on this for a couple of years, so we are very proud to see it all come together.
As one of the world’s most famous style icons, David Beckham continues to challenge the notion of what it means to be ‘masculine’. Notoriously experimenting and reinventing his own image, the London-born footballer, historically made caring about your style and changing your look acceptable amongst men. He inspired a generation and redefined ‘male culture’ not just in the UK but across the world. Driven by this desire to revolutionize society’s take on grooming as part of modern masculinity, House 99 was built with the ambition to offer exceptional innovative formulas to men who are not afraid to explore their own unique style and express their identity.
The range will be called House 99 and its debut marks Beckham’s first official foray into the world of beauty (save for a few fragrance releases over the years). Though he has fronted several high-profile beauty campaigns across his career, most recently for Biotherm Homme, this will be the first set of products to be released under his name.
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.
Merging David Beckham’s legacy of new looks with British barbershop culture and applying the technical expertise of L’Oréal Luxe labs, the House 99 product line has been carefully engineered over the last two years, to create an all-new grooming brand, home to every guy’s next look.
House 99 will feature 21 products ranging from skincare to haircare, each of which was created with Beckham’s deep involvement.
Upgrading every step of the modern-man’s routine, from simple every-day grooming to more sophisticated style transformations, House 99 offers expert and diverse solutions for all hair and skin types, tried, tested and approved by the man himself.
Just like David, the brand is both masculine and stylish, with a product assortment inspired by his legendry evolving look, developed to work together and provide everyone with David’s real-life routine for game-changing grooming results. For David, it’s all about a holistic approach to his daily style regime, focusing on hair, beard, skin and body.
Quinoa and spirulina form the heart of House 99’s formulas, chosen specifically by David Beckham for their health-boosting properties, as a prominent sportsman. These natural protein-rich actives combine the essential constituents needed by hair and skin that can’t be synthesized by the body. Working to strengthen hair and beard fibres, energize and revitalize the body, and illuminate and smooth the skin. From the 21-sku line his current House 99 must-haves include:
House 99 Greater Look Face Moisturizer
The Greater Look Face Moisturizer is light on skin, unforgiving on shine – Inspired by David Beckham’s hectic lifestyle and action packed days, the lightweight and nourishing formula, strengthens skin whilst keeping it looking healthy and hydrated all day long. Loaded in hydration, the protein-rich spirulina and quinoa extracts smooth and energize the skin reducing shine and enhancing natural radiance.
House 99 Bold Statement Tattoo Body Moisturizer SPF30
Bold Statement Tattoo Body Moisturizer SPF30, ink work with attitude – Tattoos have acted as a significant reflection of David’s life, marking his major milestones. With over 40 different designs and a new one emerging every year, David knows the importance of protecting and maintaining his ink-work. The spray moisturizer is easy and fast to use, leaving skin supple and leaving no residue. The protective SPF 30 blocks UV rays to preserve tattoos original colours and enhance brightness.
House 99 Seriously Groomed Beard & Hair Balm
When facial hair needs to know its limits – the weightless, creamy balm dishes out serious discipline to shape up unruly hair and short – long beards. Inspired by David Beckham’s current long-haired look and his full beard from 2015, this lightweight styling agent adds structure and nourishes hair and beards for a disciplined and conditioned look all day long.
House 99 Smooth Back Shaping Pomade
Keeping it classic – After years of style experimentation, the pompadour remains one of David’s most iconic looks, a classic base that he’s played with to give it either a red carpet finish or a more casual twist. The Smooth Back Shaping Pomade gives hair the perfect amount of hold with a natural-looking texture. Also directly inspired by David’s own day-to-day routine, the product is designed for men on the move, humidity-proof and sweat resistant.
The number 99 in the brand’s name is significant — the entrepreneur also has it tattooed on his finger — as it represents the year that he married Victoria Beckham and the year the pair welcomed their first son, Brooklyn and Manchester United won the treble. House 99’s streamlined packaging comes in black and white to be classic.
This new grooming brand will launch in the UK, exclusively at Harvey Nichols, on February 1st 2018, and will roll out to other British retailers, and in 19 countries, from March 1st 2018.