House 99

Alright, here’s a name we’re all familiar with: David Beckham. Whether you’re familiar with his work as a British soccer player or his marriage to a Spice Girl, this name is easily recognizable. On top of his already impressive resume, you can now add creating a men’s grooming line to the list. This isn’t the first time he’s stepped foot into the world of fashion, having been involved in a line of cologne commercials. He’s partnered with L’Oréal Luxe to create this new line of men’s grooming products under the brand of House 99.

The House 99 line will include 13 hair, skin, beard, and tattoo products. Among these products, you’ll also find facial moisturizers and hair and beard balms. Beckham has been deeply involved in the creation of this line from the formula, design, and packaging. Each product will include holistic ingredients such as quinoa and spirulina that are protein-rich and have health-boosting beauty properties.

The line was created with his routine and want for quality products in mind. Beckham has often changed his own look over the years and this line will also reflect the changes men make to their own appearance. David wasn’t along in the creation of this line. His wife, Victoria also had a hand in it. Her input comes in for the beard oils as a response to David’s own facial hair that she says needs to be softer and smell better.

The partnership itself is unusual in that companies like L’Oréal generally partner with pre-established brands. It will be the first time in many years they have gone with a partnership like this. The name comes from Beckham wanting to make his customers feel at home while experimenting with their looks using his products. The 99 stands to represent the year his married his wife, had a kid and won three championships with Manchester United (1992). In the official press release, Beckham mentioned he would also be offering his grooming and styling tips to those in his “house” (a.k.a. tribe).

Here’s what Beckham wrote about his new grooming line via W Magazine:

“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. Welcome to the house.”

This product line will be available in the U.K. on February 1st, exclusively sold at Harvey Nichols stores. After that, it will roll out nationwide and then expand to 19 other retailers starting March 1st. You can start looking for it to available stateside starting March 4th. The line already as a decent social media following, having debuted on Instagram. You can keep up to date on news for the release of this line there as well.