British style icon and former England footballer, David Beckham is launching his first global grooming brand, House 99, in partnership with L'Oréal Luxe.

The collection of 21 innovative products are said to take 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".

The line-up includes Seriously Groomed Beard & Hair Balm, Smooth Back Shaping Pomade, Greater Look Face Moisturizer and Bold Statement Tattoo Body Moisturizer SPF30.

Formulations are based on the ingredients quinoa and spirulina, chosen specifically by Beckham for their health-boosting properties. L'Oréal says that these actives are rich in protein and combine the essential constituents needed by hair and skin that can't be synthesized by the body, working to strengthen hair and beard fibres, energise and revitalise the body, and illuminate and smooth the skin.

The brand name is very personal to Beckham. The word "House" reflects his 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. While 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 new grooming brand will launch in the UK, exclusively at Harvey Nichols, on 1 February 2018, rolling out to other British retailers, and in 19 countries, from 1 March 2018.

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