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David Beckham launches new men’s grooming brand House 99

Sailun Tires

As if we needed any more reasons to want to be like, one of the ultimate #KingsofSwagger, David Beckham, he’s just given us another one. He’s just released his hotly anticipated new partnership with L’Oreal Luxe called HOUSE 99. A global grooming brand with a collection of 19 revolutionary products meant to help every man achieve their own personal style ambitions. HOUSE 99 takes an intimate approach to grooming, combining British barbershop culture and style with hair, skin, beard, and tattoo creativity to build a place for every man’s next look.

As one of the most famous style icons for men, David Beckham continuously challenges the definition of what it is to be “masculine”. The London-born footballer is infamously known for experimenting and reconstructing his own image. Historically, he’s credited for making it acceptable amongst men to change your look every so often and ever so dramatically. He’s the inspiration for a generation and single-handedly redefined “male culture” not just in the UK, but across the globe. Motivated by this passion to be an innovator for society’s belief on grooming as part of present-day masculinity, HOUSE 99 was created with the pursuit of offering quality innovative formulas to men who are not fearful of exploring their own unique style and expressing 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.”


Products include:

House 99 David Beckham Men's Grooming Brand - SWAGGER Magazine
From left to right, the House 99 “Twice as Smart” taming shampoo and conditioner, “Smooth Back” shaping pomade, “Bold Statement” tattoo body moisturizer, and “Seriously Groomed” beard and hair balm (Photos: Courtesy of House 99 / L’Oreal)



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

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.


Greater Look Face Moisturizer

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. Loaded in hydration, the protein-rich spirulina and quinoa extracts smooth and energize the skin reducing shine and enhancing natural radiance.


Bold Statement Tattoo Body Moisturizer

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 spray preserves the tattoo’s original colours and enhances brightness.

House 99 will be launching in 19 countries, including in Canada on March 1, exclusively at Shopper Drug Mart, and in the US on March 4, exclusively at Ulta. Check back soon for updates as we test and review the newly released products in March.


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