David Beckham Launches Mens Grooming Line, House 99
LONDON — Former English footballer David Beckham announced his foray into beauty via a partnership with L’Oréal for his own men’s grooming line, House 99, which will launch next month.
Launching in February 2018, the brand “marks the first time in years that L’Oréal has kicked off a freestanding brand from scratch,” says WWD. It’s true, especially since Beckham‘s brand is being built from the ground up — and in the men’s space. According to WWD, “industry sources project that House 99 will generate retail sales of $50 million in its first year on counters worldwide.”
House 99 will include 21 SKUs, ranging from tattoo-specific skin-care products to face, body, shaving and hair products.
The range will be available first in Beckham‘s native country, the U.K., on Feb. 1, launching exclusively at Harvey Nichols stores, and then will roll out nationwide before expanding to retailers in 19 other countries beginning March 1.
“We went through very carefully and decided what I personally like and also what guys like,” said Beckham in an interview with WWD. “In my world, it’s very simple: Get up, shower, moisturize and then do the same before I go to bed. But obviously, we have added products that I feel are very personal to me.”
Beckham had been working toward a men’s grooming line for years; he’s dabbled in beauty before, with his own line of men’s fragrance and apparel with adidas. He also designed 10 motorbiking pieces Belstaff stores. In the past DM Fashion Book reported that Beckham partnered with Kent & Curwen and inked a joint venture deal with Li & Fung spinioff Global Brands.
Photos Credit: Instagram