Global style icon David Beckham announced recently that the former footballer, father and fashion designer is launching a new men’s grooming brand called House 99 in partnership with L’Oréal next month.
Fresh off the back of showcasing the latest collection for his Kent & Curwen label at London Fashion Week Men’s last weekend, David isn’t looking to slow things down. On launch he explained the rationale behind the name – ‘House’ because of his goal to build an inclusive community of grooming aficionados and ‘99’ because it was the year he married Victoria Beckham, their son Brooklyn Beckham was born and Manchester United won the treble.
David takes his inspiration for the House 99 brand from British barber shops along with his own favourite products. The range starts with 21 products across skincare, haircare, bodycare and grooming. There are some notable lines including the Bold Statement Tattoo Body Moisturiser to Softer Touch Beard Oil. Ingredients such as quinoa and spirulina are at the core of the formulas but also chosen by David for their renowned health-boosting properties.
“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,” he said in a statement on launch. “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.”
DiscerningGent.com has known of talk that David Beckham had plans to launch his own grooming line for years – given his own line of fragrances, previous forays into the beauty world alongside his reputation for immaculate grooming and status as a global fashion icon. The partnership with L’Oréal is perhaps a little surprising seeing that the beauty giant generally aligns with established brands. It’s the first time L’Oréal will be building a brand from the ground up, but seeing Victoria’s successful collaboration with Estée Lauder in 2016 and David’s global reputation, it shouldn’t be seen as a gamble.
House 99 will launch exclusively at Harvey Nichols in the UK on February 1 2018, rolling out across other British retailers and 19 countries worldwide from March 1.