STYLE IT LIKE BECKHAM
DAVID BECKHAM ADDS ANOTHER STRING TO HIS BOW
WITH HIS FIRST GLOBAL MEN ’S GROOMING RANGE
This month sees David Beckham unveil the launch of his ﬁrst global grooming brand, HOUSE 99, a complete collection of 21 innovative grooming products. The highly anticipated launch has been created by the star in partnership with L’Oréal, and was engineered over the course of two years.
Notoriously experimenting and reinventing his own image, the London-born footballer historically made caring about your style and changing your look acceptable amongst men. He inspired a generation and redeﬁned ‘male culture’ not just in the UK but across the world. In fact, the term ‘metrosexual’ was coined in the early 2000s and is widely thought to have been invented in relation to Beckham.
“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,” says David.
“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.”
Beckham, who played an active role in every element of developing HOUSE 99, from testing in the L’Oréal labs to picking product names, fragrances and logo designs, chose the number 99 (which he has tattooed on his hand), because it marks a momentous year in both his personal life and career – the year he married Victoria, his eldest son, Brooklyn was born, and Manchester United won the treble.
Included in the line are products for hair, skin, beards and tattoo creativity, and quinoa and spirulina form the heart of the formulas, chosen speciﬁcally by David Beckham for their health-boosting properties.
There are five other Beckhams making up the team…
Of course, the House 99 line isn’t David Beckham’s first foray into the world of products and endorsements. Despite retiring from football five years ago, he’s still one of the richest sportsmen in the world. Last year alone he’s reported to have made £48.9million, and from projects he’s thought to make £1million a month.
David Beckham has several companies – Seven Global LLP, which encompasses the sales from his clothing, accessory and fragrance lines, and Footwork Productions, a company set up for deals around his image rights.
They come under the umbrella of DB Ventures, which is the overarching company responsible, as its most recent accounts put it, for the ‘licensing and other forms of commercialisation of the ‘David Beckham’ brand’.
As well as his own fragrance line, he’s also been the face of many brands over the years, including Armani, H&M, Belstaff clothing, Breitling watches and Haig Club Whisky. The latter even reported record sales after Beckham appeared in their adverts to promote the drink.
And, it’s not just David who’s part of ‘Brand Beckham’ – wife Victoria may have started her career as a singer in 90s group The Spice Girls, but she’s gone on to be one of the biggest names in fashion, reportedly worth £340million.
With the children making their foray into the business world too (Romeo’s modelled for Burberry, Brooklyn’s a successful photographer and model – worth a reported £6.5million already), it seems the Beckham’s business empire shows no sign of slowing – we’re excited to see what’s next from the power family.