It’s no secret that as a universally acknowledged style icon, David Beckham knows a thing or two about grooming. A key component of his eternally polished look, Beckham’s grooming habits have inspired trends and provided guidance to stylish blokes for more than a decade.

Now, the recently named ambassadorial president of the British Fashion Council is formalizing his status as a grooming guru by partnering with L’Oréal to launch a line of products expressly developed for the increasingly conscientious modern man who feels the need to experiment with his look in order to express their own evolving style and unique identity. House 99, as the brand is called, offers a full range of grooming products including everything from basics like face wash and moisturizer to more targeted products like beard oil and back-shaping pomade.

In 2018 the man who has always styled it his own way creates his own grooming brand. In the spirit of open experimentation, the art of grooming by David Beckham meets the heritage of barbershop techniques. - The man with one of the most recognizable faces on the planet grew up playing with his image.

“For me, grooming is not about how you look, but how you feel. It’s about feeling comfortable, trying new things and shaping your next look” Beckham acknowledged in a press release about the new line. “No one needs permission to think about style and grooming. Changing how you wear your hair or growing your beard is a personal decision. House 99 helps you do that. I created House 99 to give people the inspiration as well as the right products to try out something different and feel completely at home doing so. Everyone can experiment and figure out what works for them. When I go to the barber, they expect me to ask for something new. I like keeping up that element of surprise at home, too.”

Speaking of barbers, Beckham and L’Oréal spent years developing and testing the line with barbers with an eye toward marrying the star athlete’s legacy of new looks with British barbershop culture. To this end Beckham personally appointed some of the best names in the grooming game to collaborate with HOUSE 99, including, master barber Fabio Marquez (from Figaro Barbershop in Lisbon, Portugal), whose professional guidance is evident in the both final range of products and dynamic content found on the brand’s digital platform.

House 99 is in stores now and below are two of the best options for giving the line a go:

House Essentials (A Must-Have Kit) which contains:

-Greater Look Face Moisturiser

- Polish Up Body & Hair Wash

- Perfectly Clean Face Wash

- Truly Brighter Eye Balm

Full House (A more extensive collection) containing:

Full House (A more extensive collection) contains:

-Greater Look Face Moisturiser

- Polish Up Body & Hair Wash

- Perfectly Clean Face Wash

- TwiceAs Smart Taming Shampoo & Conditioner

- Smooth Back Shaping Pomade

- Softer Touch Beard Oil

House 99: Groom It Like Beckham