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David Beckham has launched a brand new luxury grooming brand, House 99, set to redefine grooming rules. 

David Beckham unveils the launch of his first global grooming brand, HOUSE 99, a complete collection of 21 innovative products to conquer every style ambition.

The highly anticipated launch was created by David Beckham in partnership with L’Oréal to provide all the tools men need to experiment with their look in order to express their own evolving style and unique identity.

HOUSE 99 takes a holistic approach to grooming, merging British barbershop culture and style with hair, skin, beard and tattoo creativity to build a home for every man’s next look. 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.

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.

“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.” - David Beckham -

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.  Must-haves include:

Going Big Thickening & Purifying Shampoo

Let your hair do the talking – the secret to all of David’s iconic styles is starting with a full bodied foundation. Infused with purifying charcoal and styling polymers, the invigorating shampoo instantly thickens and gives hair natural looking volume. A bulk-up boost to eliminate styles vanishing into thin hair.

Get Groomed. Purifying Beard Scrub

A great beard needs a solid base – the unique textured scrub, provides total cleansing for face and beard elevating your pre-shaving ritual. Powered by black charcoal and volcanic stone, together with energizing ginseng, provides supple and conditioned hair you can work with either for shave or shape.

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.

Smooth Back Pomade

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 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.

Greater Look Face Moisturiser

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.

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.

The origins of David's new brand come from “HOUSE”, reflecting David’s goal to build an inclusive community of grooming aficionados, to share style tips and recommendations in order to conquer every look and inspire new creations. The number “99” which he has tattooed on his hand marks a momentous year in both his personal life and career. He married Victoria, his eldest son, Brooklyn was born, and Manchester United won the treble.

The range will launch on 1st February at Harvey Nichols, rolling out to other British retail stores and 19 countries from March 1st 2018.