David Beckham is following in his wife’s footsteps with a new venture that focuses on looking good. Just weeks after Victoria Beckham announced her upcoming limited-edition makeup collection with Estee Lauder, David has announced that he will launch a men’s grooming and skincare line with the L’Oréal-owned French brand Biotherm Homme, according to a report by People.
David Beckham will help to create a full grooming and skincare line with the brand. In a statement about the collaboration, Beckham said he had been “thinking about developing a skin-care range for a long time,” but it all came together when he started talking with Biotherm. Beckham’s line will launch in 2017, but before that, he will show his face as the luxury brand’s very first global ambassador for its top-selling Aquapower Gel moisturizer.
David Beckham also stars in an introductory video for the brand in which he touches on his daily grooming routine, which he says includes cleansing and moisturizing his tough but sensitive skin.
“When you look after yourself, you feel better, you look better,” David says in the video. “I cleanse, I moisturize. I’m in and out in seven minutes.’
While David Beckham takes the time to care for his skin, the 41-year-old former soccer pro jokes that his signature facial scruff is a result of laziness.
According to WWD, David Beckham’s Biotherm range will include up to a dozen skincare essentials priced at under $50 each. But just last fall, David Beckham denied that he was developing a skincare line. In an interview with Yahoo Style, Beckham rumors about a skincare line and talk that he was auditioning for a movie role as the next James Bond were untrue.
“You heard I was starting a skincare line?” Beckham said at the time. “Definitely not true. No skincare, and I’m not gonna be James Bond, either. There’s always opportunities being thrown at us, but right now, neither skin care nor James Bond is in my immediate future.”
While his plans for the skincare line were kept closely under wraps until this week’s announcement, David Beckham has always been forthcoming about his grooming routine. In a 2012 interview with GQ, David said his personal grooming bag contains just a few items, and he teased that if he runs out of product, he has no problem pilfering some from his famous wife.
“I don’t use a huge amount,” David said of his skincare routine. “Facial cream, moisturizer and a scrub. I like to use La Prairie; if I haven’t got any of my own, I use my wife’s. I always carry a beard trimmer, a pair of clippers and tweezers. I like to use a good body moisturizer, like Nivea’s or the Body Shop’s – cocoa butter is a really nice smell to have on you.”
Beckham also said one of his biggest pet peeves is when men wear too much aftershave, so don’t expect his new grooming line to include any heavily scented shaving products.
Of course, this isn’t David Beckham’s first commercial venture. David previously launched a line of Coty men’s fragrances, with names like Beyond and Instinct, and he also has an H&M underwear line under his belt.
While David Beckham is a champion on the soccer field, the busy father of four will have some competition in the men’s celebrity skincare arena. Beckham’s new line comes on the heels of recent men’s skincare and grooming lines by Ryan Seacrest and actor Rob Lowe. But in his Biotherm video, Beckham says he is a competitive guy and has no plans to let the other guy win.
[Photo by Joshua Blanchard/Getty Images]