David Beckham's House 99 opens on Tmall

By

Sandra Halliday

Published
Oct 3, 2018

The House 99 male grooming brand, which is a joint project between footballer-turned-superstar David Beckham and beauty giant L’Oréal, has opened a shop on Alibaba’s B2C shopping site Tmall to take its products to China.

The brand’s moisturisers, beard oils and styling gels originally launched earlier this year in 19 countries, including Europe and the US.

At an event in Shanghai to promote the latest launch, Beckham said that the line is already among the top 10 most-popular male-grooming brands, a sign that “we are actually doing something that is a very positive and people like it.”

Beckham has proved that his famous face (and feet) can really sell products in his long career and deals with Adidas, H&M, Breitling watches and Haig Club whisky, have backed this up, as has his ambassadorial role with the British Fashion Council. 

House 99, a partnership with cosmetics giant L’Oréal, comes as the French beauty giant dives deep into male grooming in China.

It recently announced its own partnership with Tmall to create new beauty products specifically for men in the country. L’Oréal China will work closely with the Tmall Innovation Center, its dedicated research and development arm, and leverage insights from Alibaba’s more 600 million users to better target its product development and marketing strategies to Chinese consumers.

According to L’Oréal and Tmall, total sales of male beauty products in China grew 59% in 2017 and have grown 54% this year.