Meet House 99.
The Beckhams are coming to take over the sweetness trade. In 2016, Victoria launched a extremely profitable make-up line in collaboration with Estée Lauder, and he or she’s been up entrance about her want to do extra within the magnificence house. Apparently that is a household philosophy, as a result of her husband David simply introduced his personal foray into magnificence. The skilled good-looks-haver and soccer participant has partnered with L’Oréal for his personal males’s grooming line, House 99.
Launching in February, the model “marks the first time in years that L’Oréal has kicked off a freestanding brand from scratch,” notes WWD. It’s true, particularly within the current previous, that magnificence conglomerates similar to L’Oréal and Lauder have most popular buying established current manufacturers as a technique of increasing their portfolios; that Beckham’s model is being constructed from the bottom up — and within the males’s house, no much less — is an attention-grabbing gamble for the corporate. (Given that, based on WWD, “industry sources project that House 99 will generate retail sales of $50 million in its first year on counters worldwide,” it is most likely a secure one.)
Beckham took to Instagram to announce the information early on Tuesday morning, posting a video and a collection of photographs:
The model additionally has its personal polished-looking Instagram feed with greater than 11,000 followers — so it is clearly doing one thing proper already.
Beckham had been working towards a males’s grooming line for years; he is dabbled in magnificence earlier than, together with his personal line of fragrances, and Fashionista first coated his plans to develop a skin-care line again in May of 2016. But House 99, which is able to embody 21 SKUs, starting from tattoo-specific skin-care merchandise to face, physique, shaving and hair merchandise, appears to have been developed with numerous enter and cautious oversight from Beckham himself. “We went through very carefully and decided what I personally like and also what guys like,” mentioned Beckham in an interview with WWD. “In my world, it’s very simple: Get up, shower, moisturize and then do the same before I go to bed. But obviously, we have added products that I feel are very personal to me.”
And after all, Victoria had a hand in product improvement as effectively, particularly suggesting the thought of the model’s Softer Touch beard oil (a response to her husband’s personal facial hair, which she recommended wanted to “smell better” and “be softer”).
The vary shall be accessible first within the Beckhams’ native nation, the U.Ok., on Feb. 1, launching completely at Harvey Nichols shops, after which will roll out nationwide earlier than increasing to retailers in 19 different international locations starting March 1.
Sign up for our every day publication and get the newest trade information in your inbox on daily basis.