Brand Beckham seems to have gone into serious overdrive for 2018. If it’s not David moving and setting up a football sorry Soccer team in Miami, it’s Victoria et al reuniting for a Spicy bean Burger and a chai tea latte with her 90’s sistas! Or it’s either of them showcasing their latest clothing collection via an international fashion week and that’s not even mentioning the Shanaghans of Beckhams, the Next Generation.
This week saw Mr Beckham launch his latest world domination scheme in the sleek form of House 99. A complete collection of 21 innovative products to cater for every man’s style ambitions. The highly anticipated launch was created by David himself in partnership with international beauty powerhouse,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, is named by merging two components: The word “HOUSE” reflects 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.
Merging Beckham’s legacy of new looks with British barbershop culture and applying the technical expertise of L’Oréal labs, is undeniably a stroke of genius. The HOUSE 99 product line has been carefully engineered over the last two years, to create an all-new grooming brand, primed for every guy’s next look.
His current HOUSE 99 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 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 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 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 brand launched in the UK, exclusively at Harvey Nichols this week and will roll out to other British retailers, and in 19 countries, from March 1st 2018.