Already 2018 is proving to be a landmark year: North Korea’s leader Kim Jong-un made history with his tension-defusing visit to the South, HRH Prince Harry found himself demoted to sixth-in-line to the British throne by a new Royal baby, and a porn star filed a defamation lawsuit against the US President. Then came David Beckham’s February announcement which, arguably, had an even further-reaching significance. House 99, created in partnership with L’Oréal, is Beckham’s first men’s grooming range, with manly descriptors such as Bold Statement Tattoo Body Moisturiser and Spruce Up Toning Lotion.
On the surface, the footballer-turned entrepreneur was merely unveiling more Beckham-branded products to complement his existing men’s fragrance and underwear collections. However, this time something was different. Beckham has made the use of beauty products traditionally associated with women mainstream among men. Already, the fashion-industry trade journal WWD has quoted worldwide sales projections totalling “US $50million in its first year”. Thus a pivotal moment in male grooming history emerges. After a very difficult childhood, men’s beauty has finally come of age.