L’Oréal last week celebrated the global launch of men’s grooming brand House 99 with a party at nightclub Electrowerkz. House 99 Founder David Beckham was in attendance alongside guests from the worlds of music, fashion, art and grooming.
House 99 was created by David Beckham in partnership with L’Oréal Luxe to provide all the tools men need to experiment with their look “to express their own evolving style and unique identity”. Beckham collaborated with barber Fabio Marquez, from Figaro Barbershop in Lisbon, Portugal, to develop the range.
House 99 takes a holistic approach to grooming, merging British barbershop culture and style with hair, skin, beard and tattoo creativity.
The grooming brand launched in the UK exclusively with Harvey Nichols on 1 February. It is rolling out this month to other UK retailers, travel retail and 19 other countries.
A House 99 pop-up is running at London Heathrow Airport T5 throughout March. The activation offers the brand’s products and grooming services such as haircuts and beard trims.
David Beckham said: “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.”
The ‘House’ in House 99 reflects Beckham’s goal to build an inclusive community of grooming aficionados and to share style tips and recommendations. The 99, which Beckham has tattooed on his hand, represents the year in which he married Victoria, his eldest son Brooklyn was born, and Manchester United won the treble.
House 99 is said to offer solutions for all hair and skin types, tried, tested and approved by David Beckham. The 21 SKU range includes:
Seriously Groomed Beard & Hair Balm – the creamy balm helps to shape ‘unruly’ hair and short to long beards.
Smooth Back Shaping Pomade – the smooth back pomade is claimed to give hair the right amount of hold with a natural-looking texture. It is also said to be sweat-resistant and humidity-proof.
Greater Look Face Moisturizer – the product strengthens skin while keeping it looking healthy and hydrated, according to the brand. It features protein-rich spirulina and quinoa extracts.
Bold Statement Tattoo Body Moisturizer SPF30 – a protective spray with SPF 30 which blocks UV rays to preserve the original colour of tattoos.
House 99 customers can register for exclusive content and membership privileges at www.house99davidbeckham.com. They can also share their own looks with the brand via the Instagram account @house99 to be featured on the site.
